A scoutmaster asked his troop what three things they’d want if they were alone and lost in the desert. One scout replied, “A compass, a canteen of water, and a deck of cards.”
“Why a deck of cards?” the scoutmaster asked.
“To get help, sir. As soon as you start playing solitaire, someone will come up behind you and say, ‘Put that red nine on that black ten.’”
In today’s marketplace – where products and programs are copied, features are cloned, and trends collapse overnight – it’s more than a joke. Preparation matters.
For brand and CX marketers, a strong brand is the only sustainable competitive advantage. And it should be part of your preparation. Because branding (particularly for CX applications) today isn’t just logos, slogans, social posts or “programs.” It’s about creating meaning, trust, emotional connection, and durable differentiation. That takes more than a budget and a nifty idea.
Yet despite all the talk about “branding” and “engagement,” many companies still aren’t strategically prepared. They confuse visibility with value, awareness with loyalty, aesthetics with equity and amusement with involvement. The truth is great branding is as much science as storytelling. And it starts with being prepared to ask the right questions – and prepared to answer them.
Here are the questions every brand must ask if it wants to matter in the hearts, minds, and wallets of consumers. If it helps, think of them like a deck of cards for something much more important than a game of solitaire:
1. What really drives loyalty and profitability in your category?
Every category has its own loyalty drivers – the functional, emotional, and value-based factors that influence choice and repeat purchase. Knowing these is the foundation of branding success.
2. What makes up those drivers?
Drivers are built from attributes (features), benefits (functional and emotional outcomes), and values (beliefs and ideals), reinforced by image, personality, and tone of voice. Together, they form brand meaning.
3. What is their order of importance?
Not everything matters equally. Understanding how consumers prioritize drivers tells you what truly influences decisions – and what’s just noise.
4. What is the percent contribution of each driver?
Some drivers matter far more than others. Quantifying their impact turns branding from art into ROI and guides smarter investment decisions.
5. What are consumer expectations for each driver?
Brands live relative to expectations. If you don’t meet – or exceed – the bar, consumers move on. And that bar is always moving.
6. How do expectations and drivers vary by segment or region?
Different customers value different things. Strong brands flex by segment, offering, and geography – without losing their core.
7. Where is your brand strong and where is it weak?
Once you know what matters, measure performance. This reveals strengths to amplify and gaps to fix. Without this, you’re branding in the dark.
8. How does your brand stack up against competitors?
Branding is relative. Being good isn’t enough. You have to be better than rivals on the things that matter most.
9. Where does your brand meet or exceed expectations?
This is brand equity. Loyalty is born where performance matches or beats expectations. You can’t fake it – you can only find it and build on it.
10. What are consumers willing to believe about your brand?
This isn’t about what they believe today, but what they could believe tomorrow if your story, experience, and values align. This is where positioning comes alive.
11. What strategies and opportunities can your brand realistically sustain?
Branding must lead to action – markets to pursue, messages to lead with, customers to grow. Meaning without momentum goes nowhere.
The bottom line is simple: brands aren’t built by chance. Neither should the programs (CX and otherwise) that’s supposed to bolster them. They’re built by clarity – about what drives the category, what consumers value, what they expect, and what your brand can truly deliver and own.
Answer these eleven questions and you’re not just branding – you’re prepared. And in a world that changes fast, preparation is how brands last. Oh, and all your marketing programs, CX and otherwise.
Because real branding is a lot like being lost in the desert. You never know what you’ll need next – a map, a message, or a miracle.
But bring a deck of cards anyway. Worst case? You’ll look like you planned ahead.
And if you ever feel lost in the brandscape, pull out these eleven questions like a deck of cards. Sooner or later, someone will lean over and say, “Take a look at number six.”
And just like that, you’ll realize you were never alone.
You just weren’t asking the right questions.
Photo by VD Photography on Unsplash
