# Branding Questions : Designing ZAG

###### tags: `Branding` `Brainstorming`

### Questions to answer :+1:

- Who are you : What's your passion - What fuels your passion
- What do you do : Fundamental reason why your company exists
- What is your vision : The shared view of the company || AN IMAGE
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The first 3 checkpoints illustrate the importance of FOCUS in ZAG.
The next 5 show how ***FOCUS*** connects to ***DIFFERENTIATION***.

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- What wave are you riding : What trends are u on
- Who shares your brandscape : 
- What makes you the only : Try to fill in this " OUR BRAND IS THE ONLY ___CATEGORY___ THAT ___ZAG___ "  

- What should you add or subtract : Brand Alignment is the practice of linking your business strategy to customer experience

- Who loves you : 

- Who's the enemy : No one. Your biggest competitor is your COntrast and helps you get the radical differentiation for your ZAG.

- What do they call you : 
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- How do you explain yourself : *all brand communications should emanate from an internal positioning line, or “trueline.” a trueline is the one true thing you can say about your brand,based on your onliness statement. it must be something that your competitors can’t claim (or won’t), and something that your customers find both valuable and credible. Remember, **it’s not what YOU say, but what THEY say, that counts**. In a nutshell, your trueline is your value proposition,the reason your brand matters to customers.*

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- How do you spread the word : Once voice across all platforms.

- How do people engage with you : Define the rules of engagement with your ZAG

- What do they experience :
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- How do you earn their loyalty :
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- How do you extend your success :
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- How do you protect your portfolio :
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- Stickiness is a brand’s ability to own a distinct meaning in people’s minds. Stretchiness is its ability to extend its meaning without breaking.
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