Strategy is easy. The research that precedes it? Not so easy.

Writing the strategy isn’t the hard part. 

The research part of brand strategy is.

It’s the laborious part. The part can take weeks, especially if the company is large or has multiple products and customer groups.

The research phase is about understanding the company better than anyone else, talking to the right people - and the customers - and gathering all the information you can. 

We’re not *looking* for insights in this phase, that comes after. But we ARE looking for patterns or ideas that come up. Again, don’t try to come up with solutions here; just be receptive, listen, and ask the right questions. 

The last part is what this post is here to help you do - ask the right questions that get the most interesting answers. Spot the most interesting opportunities. Weaknesses. Strengths. Points of difference. Etc. 

These questions are designed to get you thinking like a strategist - thinking about the business as a whole, not just a “brand” with a story. 

The following questions are not exhaustive.

I’ve just picked two from each business area (company, category, customer, culture) for now.

They will change depending on the business, its size, the category, etc.

We’re painting a picture of the business. Once you’ve got the answers, let them sit awhile. Then go back through them. See what comes up.

Treat your research seriously. It’s what’s going to help you land on the best strategy for the brand.

Over to the questions.

1. What’s the basic structure of your products and verticals?

📌 Keep it simple to start with. Just a basic bird’s eye overview of the business as a single entity and how it all works.

2. How do each of these different products perform?

📌 An often overlooked question, but one that gives you a BIG FAT clue as to where the opportunity lies.

3. Who does the business view as its main competition?

📌 Which other brands are the enemy? Who does it measure itself against?

4. What disagreements does the business have with its competitors?

📌 What does it think other brands get wrong? What does it believe that they don’t? Is there a strong differentiator? If there’s too much similarity going on, there’s no edge to set the brand apart.

5. What are the different types of customers?

📌 Just get a simple audience breakdown, whether by demographic, mindset, or behaviour.

6. What does the business believe its customers like most about its product offering?

📌 Forget what the business *thinks* they like, why are they actually buying the products? What’s the major pain point? What is the data telling you?

7. Is the business part of any wider cultural conversation?

📌 Does it tap into any hot topics, for example veganism, sustainability, education, globalisation, etc.)

8. What is its view on that wider conversation?

📌 Does it have an opinion or stance? Does it have something relevant or contrary to say that connects to its product offering?