Anyone who watches the USA Network—even casually—has heard its "characters welcome" tagline. USA has become a powerful brand partly because it's developed a theme that's genuine and all-encompasing of the network, the types of shows it airs and most importantly, its viewers.

In a flash, you can easily picture some of the famous (or infamous) characters on USA. Shows like Monk, Burn Notice and Royal Pains have almost rabid cult followings. Bonnie Hammer, the head of USA is credited with its huge successes. Part of her strategy was devising what she calls a "filter" for determining the programming USA will air. Her filter is really a short, but pretty specific checklist:

• The show must star an offbeat lead with a moral center,
• be fun and lighthearted,
• have “blue skies” (i.e. hopeful and aspirational.)

Everyone at USA knows what that stands for. Fans identify with those characters, and that keeps them coming back. Advertisers know it, too.

A true brand isn't just about a logo and tagline. It's about that certain "something" that permeates everything the company is. At MB PIland, we help many clients who often haven't stopped to think about their "filter," or just haven't been able to crystallize it. What's your filter?

Arriving at your checklist can be really hard. Finding time for the necessary introspection is tough. And it can feel impossible to be objective when you're self-evaluating. But you must be intentional—even pre-meditated—about your brand. Here are a few questions that help get you started:

1. What is the thing we absolutely love to do for customers/clients?
2. Who are our favorite customers—and what are the common threads? (Demographic, psychographic, budgets, industries, etc.)
3. What are we better at than anyone else?
4. How do people outside our company describe us? (Have you asked?) Is that the same way we describe ourselves?
5. What would make me want to work with us? (As an employee or as a client?)
6. What kinds of customers do we not want? Do we turn them away when they call? (If not, why not?)

This isn't easy stuff. But your brand is your most valuable asset. Developing and using a filter is a significant way to build—and live—your brand. And that's when it all comes together. Need help? Give us a call.