If you don't like uncomfortable questions, you're going to hate this...

Don't mistake the reality check for our attempt to know more about your business than you do; you're the expert there. But there are some areas of expertise that span across industries and one of those areas is understanding what makes people buy.

The reality check usually comes early in our association with a new client. It's the process that helps both of us understand what your customers want from you. And the answers can be startling. You might be selling printed retail tickets, but your customers are buying a dependable supply chain. You might be selling a quality product, but your customers are buying an easy life.

One uncomfortable surprise that can emerge is when you're offering a unique product and you suddenly realise that the market wants something familiar.

A reality check is an important part of any marketing initiative, but if you're building a brand it's absolutely vital. If you appreciate what your customers really want you can build a brand platform that they understand. And you've made a significant step to controlling your market.