Slow Down When Building Your Brand

The process of acquiring the brand positioning statement is intensive and purifying. You gather all the details about your business, its products, people, customers, industry and challenges, sift them until the chaff falls away, then pick out the best, most substantial kernels and use them to define the brand.

The process of definition is a step that too many companies skip. All too often, eager to “get to launch,” companies skip straight to the communications without properly defining and testing the brand position.  This results in brand statements that are inaccurate, and frequently unsupportable. Defining the brand is important because:

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      First, it helps desired audiences understand the brand, and helps to establish the same perceptions across all audiences.

·         - It ensures delivery of consistent brand messages across markets and geographical areas.

·         -It serves as the basis for orienting new hires, new customers and new business partners.

·         -It moves the brand from abstract to “real.”

As you review possible positioning statements, consider what it that your company is trying to build.  Break down the brand into its key elements—those factors that contribute to the brand essence.  These include:

1.   Product Essence – What does your brand promise—and deliver—to the customer?

2.   Function – What does your brand do or provide?

3.   Values – What values or qualities do customers associate with your brand?

4.   Personality – What characteristics or “personality traits” are associated with your brand?

5.   Perception – Finally, how does your customer or “brand advocate” perceive your brand essence?

The brand positioning must align with these factors to ensure the positioning will “fit” the brand in the minds and emotions of brand advocates and customers.