Today and tomorrow, the Brand New Conference is taking place in Amsterdam. Michael Johnson of johnson banks kicked off the speaker line-up, and one of his slides showed these brand questions for clients to answer.

Michael Johnson, Brand New Conference

Gets to the heart of it.

If, like me, you’re not in Amsterdam, you can follow some conference chat on Twitter, such as this nugget from Sagi Haviv:

“Never put something you don’t like in front of a client because they will pick that and blame you for it.”

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June 20, 2016

Comments

“Never put something you don’t like in front of a client because they will pick that and blame you for it.”

Truer words have never been said. Sometimes, you feel the urge to include the bad options just so there’s more to choose from. Quality should always outweigh quantity.

Very good! But It’s missing one important, surprising question: “Why should we (the customer) care?” The answer to this will give you insights on how the brand is or will be perceived by the actual end user and why there is or isn’t an attachment to the brand.

If the clients don’t know why we should care about their service or product, then they are too focused on themselves and are forgetting the inspirational side of their brand that actually speaks to the customer’s feelings.

You’d be surprised how clueless a lot of start-ups and young businesses are when asked this simple question. Most of them will just reword the business model or blab about how they’re useful.

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