Mezza Brands

Exploration Questionnaire

This is our 12 questions ‘what, who, why’ questionnaire that will tell us a lot about your brand strategy. All answers are freeform, so feel free to tell us everything, even if it’s not a reality yet and still in the planning stage.

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WHAT THEY CHOOSE.

Reasons to buy your brand.

1. How is your product different from its top competitors? Do you have a provable benefit no-one else has and if so, what is it?

2. Successful brands always have a powerful story that resonates with the consumer. Do you have a ‘brand story’ and if so, can you tell it to us briefly?

3. Great brands have ‘personality. It might be serious; it might be fun. For example, a company selling life insurance will be very different from a theme Park. Can you describe your brands personality?

4. Building brand equity needs vision and innovation. Where would you like to see your brand in i) six months, ii) six years?

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WHO CHOOSES.

Target consumers, buyers, customers.

5. Knowing who will love your brand will provide clear direction to your marketing. Who are your core consumers? Can you describe them in terms of age, gender, income, lifestyle, brand preferences etc.

6. Brands tend to be either problem solvers or great experience drivers. What is the happy experience/problem solver that your product/brand has the solution for?

7. Brands can create feelings through experiences. For example, think about a pair of great trainers you’ve worn or a great car you’ve driven. What do you want your customer to feel after experiencing your product?

8. Successful brands need to maintain/sustain a great reputation. What would you like your audience, suppliers and the wider public to say about the way you conduct business?

9. Thinking about your Channel Strategy, who are your top 3 target customers in the following list. Please number them 1, 2, 3: Pub Groups | Hotel Groups | Restaurant Groups | Supermarkets | Travel and Leisure

10. Thinking about your Pricing Strategy, if your product was sold in a supermarket, what would your RRP be?

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WHY CHOOSE YOU.

Your competitors.

11. Do you know why your customer might not choose your product over another? Who are your top 3 competitors/substitutes?

12. Know your adversary. What do your competitors do better than you?

Please provide any other insightful information below:

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Exploration Questionnaire

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