Step 3: know thyself
The purpose of this chapter is to explain why it is important to understand where the brand actually comes from. What is special about the product and the company? What is the company particularly good at?
Long-surviving brands are built on a solid promise delivered by a product and/or service. McDonald's is the world's biggest restaurant chain not because of Ronald McDonald, but because McDonald's always delivers a consistent value-for-money product. Coca-Cola is the world's biggest soft drink brand not because children in the commercials once sang that 'we like to teach the world to sing', but because it is a refreshing drink with a very acceptable taste. A local restaurant will not get regular customers unless it serves good food and provides pleasant service, no matter how attractive the fascia is.
To be able to define and understand the offer of the brand correctly, it is important to grasp fully all the dimensions of the product or service. What is it that is special about the product? Unless this is perfectly clear to all, it is almost impossible to build a strong brand, let alone to customize the brand.
Our experience is that this is not as easy as it may seem. On numerous consultancy projects the questions 'What do you provide?' and 'What is so special about it?'have been answered