By Peter Getman, Principal Branding Director
MicroArts Creative Agency

Ninety-nine percent of all brand communications boils down to a single primary objective—drive new revenues.

So get to the point.

Leverage this common sense brand strategy into your brand development.

Answer these nine simple questions:
1. What business is your brand in?
2. What is your brand’s difference?
3. Why should your consumer or client care about this difference?
4. How do you ensure the flawless delivery of this superior value?
5. Will this superior value move the masses to buy your brand over the competitive brand?
6. Which brand will suffer the most market share loss as a result?
7. Is this superior value proposition sustainable over time?
8. Does anyone in your foxhole disagree with these answers?
9. Are you sure?

The answers will strip away the noise in your company, leaving you free to be creative, focused, unified and certain.

Then, once you develop a big idea strategy, vet it against these nine questions—again and again. This self-analysis is vital in fending off intoxicating creative that may not move the masses.

Trust the Nine. One hundred percent.