Rebranding? 10 questions to ask your sales team before you dive in

24 Oct 2016

Getting input from the people on the front lines—those out in the field talking directly with your prospective customers—is one of the best ways to inform your brand personality and the look and feel that will be applied to core pieces of communication, such as your website and brochure.

Where do you start? Here are 10 core questions that will give you—and your creative agency—insights into where your brand should go.


What to ask... Why you should ask it...

What is the first thing you want people to think when they hear the name of your company?

This question captures the essence of what your brand should represent in the minds of your audience. For example, for Volvo it might be safety, for Nordstrom it might be customer service.

Are there current perceptions you’re trying to shift?


This will help you get at the driver behind the rebrand. For example, you might hear: “People only know us for our traditional offerings, when, in fact, we’ve expanded our portfolio to include new, different offerings.”

What are your company’s three core strengths?

You can bring these items to the forefront of your messaging and use them to form the pillars of your messaging framework.

What are your company’s top three challenges?

You can address these items head on or downplay them, depending on whether there are easy solutions the company can put in place to overcome these challenges.

What are the three most asked questions about your business/products?

You can build supporting messages around what customers want to know, whether it’s about features and functionality or how products compare.

What are the three most important things a potential new customer should know about your company?

How your sales team is speaking to customers to win them over should inform your collateral and site.

What can customers get from you that they can’t get from anyone else?

Tout what makes you different. For example, if you offer a customer satisfaction guarantee, and your competitor doesn’t, that’s something you’ll want to highlight.

In a proposal situation, what is the main reason you typically lose to a competitor?

If it’s because customers don’t understand that your company offers something you do, then you can clarify that point throughout your marketing communications.

Which three words best describe your company’s culture?

Include a list of 20 or so adjectives to choose from that range from easygoing to enthusiastic and everything in between. That way you can zero in on the tone of voice for your brand.

Which three words that best describe your company’s products/services?

Include a list of 20 or so adjectives to choose from that range from hard-working to high-tech and everything in between. This will allow you to use these descriptors front and center on product or services pages.


It’s good form to end a survey with an open-ended question that allows you to capture anything else the participants would like to share, such as “What else should we know?” Armed with this solid foundational information, you should be ready to explore options for representing your company in a more current, and ultimately more accurate, way.


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Tags: Branding