If you’ve created a marketing strategy before, it’s likely you’ve mapped out your objectives, goals, and aspirations for the month, quarter, or year. In my years working in marketing, I’ve seen strategies inclusive of editorial calendars, affiliate marketing options, automation platforms, and lots of lofty, attainable, goals.

I’ve made the mistake of starting in the wrong place. Prior to asking myself these three questions, I often would start strategic planning with my goals and objectives and work backward from there. This was helpful and ultimately produced some good direction. But inevitably, while implementing the strategy, I would run into the question: why are we saying this, and why are we saying it this way?

Reflecting back on our mission as a company and marketer is important. What problems are we solving for the people who interact with our services? Whether you’re an independent consultant or a massive marketing department — starting with your “why” is always important in crafting any strategy.

But how do we nail down our why and our unique value? There are ways marketers can best frame their strategy by answering three simple questions.

1. Where is your authority?

What about your product or service makes you the thought leader in the industry? If you’re a car rental company, are you a thought leader in independent-cross country travel? Are you the source for efficient, economic car rentals in your area? What is your value, and how can you use that to voice your thought-leadership?

Authority shouldn’t be confused with power. Unless you’re going for the ‘we’re the best and no one else is’ message. But in my opinion, that’s not the best messaging to influence.

Authority is akin to trust. What can your customers or clients trust in you? What can you deliver exceptionally? Answer that question and I guarantee the content ideas will start to flow.

2. What emotions does your messaging evoke?

If you’re a B2C company, you’re undoubtedly thinking about what your customers feel when they interact with your company. I’d argue that prioritizing this question is important for B2B companies as well. Even though your target audiences are businesses, your messaging interacts with humans within a business. So it’s important to understand what emotions your marketing strategy and messaging evoke from your target audiences.

If you’re a B2B agency looking for clients in need of a rebrand, then what emotions do you want to convey to them? Do you want them to feel heard, involved, and a part of the process? Or is your brand more of the“set it and forget it” approach for businesses? In which case, the emotions that you may want to invoke are ease, trust, and brevity.

Either way, asking yourself what your stakeholders will feel when they interact with your marketing messaging will help you craft a thoughtful and authentic marketing strategy that is infused with genuine care and concern for the person interacting with it.

3. What are the logical, tactical outcomes of your product?

This is likely where a lot of your marketing messaging exists. For example, if you’re an independent graphic designer, you may be listing out the types of design you provide: product design, packaging, web, etc. This is the third question I ask because it often helps tie a bow on the two questions above.

Authority and emotion are ambiguous. They’re subjective. They’re open to the interpretation of your audience. This third question is not. This is exactly what problems you’re solving for your audience. This is the no-nonsense, logical explanation of why choosing you over someone else is the right choice.

Answering this question and infusing authority and logic into it, will not only define your messaging but will define your brand. It will help you craft consistent messaging across a large marketing strategy