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The 4 ingredients that make an ideal client brand: a case story

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I’ve worked in communications and marketing for 25 years.

Every now and then, a client comes along with a rolled gold brand story so good I could kiss it.

The kind of client that can ably fly a kite, carry a shield, or glimmer like a diamond. By that I mean a client that can answer four key questions (also known as Kapferer’s Brand Positioning Diamond) that give it four solid sides.

These four essential ingredients make the perfect client.

If you have an agency, it is easy to filter prospective clients based on their ability to answer these four questions. You can pick and choose the category or industry.

• What problem does it solve? (What happens if the problem isn’t solved?)
• Is there an identifiable, substantial, and accessible market?
• What is your solution? (How is it different from everyone else)
• What are the reasons to believe you’re the best? What supporting statistics, awards, expert quotes, trust factors, or secret sauce do you have?