By Greg Petropoulos
Creative Strategist

When you think about it, your brand strategy shouldn’t be much different from your business strategy. Because a brand is more than a label, it’s your essence. It’s who you are and what you do.

At MicroArts Creative Agency, we can help you build and launch that brand by helping you develop the correct brand voice, feeling, brand story, message, brand design, logo, identity system and so on. But you know what? A lot of agencies can do that.

The real trick in developing a great brand strategy lies in answering the two most important questions your audience will ever ask:

• “What’s in it for me?”
• And more importantly, “So what?”

On the surface, the first question might be easy. If you make a widget that curls my eyebrows, what’s in it for me is, well … curly eyebrows. But, boy howdy, that last question is a doozey and perhaps the hardest thing for a company to answer honestly. So I’ll have curly eyebrows, so what?

When developing a brand strategy, keep in mind that General Electric doesn’t make light bulbs; they create the ability to read at night, to enjoy family at night, to feel safe when it’s dark elsewhere … to merely function when the sun goes down. That’s bringing good things to light. And that’s a slew of so-whats.

The good thing about working with the creative minds at MicroArts is that we’re as enthused about your product as you are. But we’re also able to look at the market with a discerning eye. We work with our clients to find that market niche, that single outstanding value proposition, the unique selling point … hell’s bells, it’s called a lot of things. But let’s call it the “so-what” factor.

And it’s the key to your branding position. It should be the key to your entire enterprise. And if you don’t have one, cut your losses and get out of business.

But if you simply just can’t articulate it, MicroArts will help you figure out a so-what factor that will curl your customers’ eyebrows.

And—rightfully so—you ask, “So what? What’s in it for me to work with MicroArts?”

You’ll be rich. You’ll have great sex. Your kids will love you. You’ll live happy. You’ll die fulfilled. How’s that for a start?