The document provides a checklist for defining a brand's category, with questions addressing verifying category assumptions with targets, using common language, search engine optimization, comparability to other brands, product features, leadership potential, requirements for creating a new category, and category visibility online.

1. THE #CHECKLIST
How to define your
brand’s category

2. Have you verified your category
assumptions with your target market?
THE #CHECKLIST

3. Have you verified your category
assumptions with your target market?
THE #CHECKLIST

4. Is your category defined in
the language most commonly used
by your target?
THE #CHECKLIST

5. Is your category defined in
the language most commonly used
by your target?
THE #CHECKLIST

6. Is your category name the phrase
most commonly used by prospects
in search engines?
THE #CHECKLIST

7. Is your category name the phrase
most commonly used by prospects
in search engines?
THE #CHECKLIST

8. Have you used keyword research and
trend tools to verify how the category
name compares in search?
THE #CHECKLIST

9. Have you used keyword research and
trend tools to verify how the category
name compares in search?
THE #CHECKLIST

10. Does your category help the prospect
understand what other brands you are
comparable to?
THE #CHECKLIST

11. Does your category help the prospect
understand what other brands you are
comparable to?
THE #CHECKLIST

12. Does your product have all
the features and benefits implied by
the category name?
THE #CHECKLIST

13. Does your product have all
the features and benefits implied by
the category name?
THE #CHECKLIST

14. Can you attain a leadership position in
this category among your target market?
THE #CHECKLIST

15. Can you attain a leadership position in
this category among your target market?
THE #CHECKLIST

16. If you are creating a new category,
do you have a strategy as well as the time
and budgets required to establish it?
THE #CHECKLIST

17. If you are creating a new category,
do you have a strategy as well as the time
and budgets required to establish it?
THE #CHECKLIST

18. Is you category immediately evident to
visitors to your website and other online
assets used for customer acquisition?
THE #CHECKLIST

19. Is you category immediately evident to
visitors to your website and other online
assets used for customer acquisition?
THE #CHECKLIST