Understanding your Client
Product Knowledge & the Story Behind the Business



Have you ever thought how overwhelming dealing with a client can be?

Nowadays, we likely tend to work on several brands without understanding their core and objectives which most of the times will make you feel overwhelmed as your ads could be going through several stages of approval.

If you have been through this, this is a guide to help you retain your prospect!

Here’s what you need to ask yourself before hopping on your next BIG BRAND!

  1. Where did the idea originate from?
  2. Why was it created?
  3. What happened in the early stages?

The answer to these questions will help you eventually understand the behind the scenes of the brand you’re working on.

For example, you’re working on an “ EV manufacturer” account that has delivered original cars since 1956!

Here you need to know what made the founders think about creating the brand.

Was it a need, a desire, or an idea?

Most of the original brands were created out of a need:

“People don’t buy what you do; they buy why you do it. The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”

-Simon Sinek, How Great Leaders Inspire Action

What is the Brand Purpose, Vision, Mission and Values?

  • Brand purpose
    The overarching reason for being behind your brand, and what it contributes to the world
    Reducing carbon footprint is now a reality for all with EV.
  • Vision
    The long-term goals you strive for
    Make affordable, well designed and safe electric vehicles available to every person in the region.
  • Mission
    How you will achieve your goals
    In manufacturing, marketing and servicing our electric vehicles, we will continually innovate and strive for lower costs and higher quality. We will always put safety and environment first.
  • Brand values
    How you behave and act as you do business – the essence of your company culture.
    Trust, teamwork, accountability and loyalty.

What about the brand identity?

To carve out their niche in the marketplace, brands made their mark through newspapers and magazines first because print provided a space where brands could use words, logos, and illustrations to differentiate themselves. Advertisements were often very informational and described exactly how products worked and what they could do.

Then with the era of prints evolving to digital, the brands thought about being consistent!

And the consistency of the brand must be apparent and unwavering.

If a logo on a sign is different from the merchandising logo or the website logo, the brand will not achieve the exact look they want, nor will they be remembered easily. To make it more memorable, original brands have directed their vision to a simple logo that reflects their identity.

Now that you know the story behind your brand, you will need to understand the emergence of the product in the industry and how it evolved through the years.

  • In which market has the brand first made an appearance?
  • What was the first product introduced?
  • Was it occupying a good percentage of the market share?
  • Did any struggles occur?
  • How did the competition arise?

And finally, having the answer to these questions will provide you with the balance you need to achieve between the storytelling and the product knowledge.

by Ali Farhat


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