Brand Development (And how to get people interested in what you’re saying)
Ideal brand positioning is congruence among what people currently believe about a brand (credible), what people will value in a brand (relevant), what the organization is currently saying about the brand (marketing/PR/web 2.0), and where the organization would like to take the brand (missions and value).
The most important advice we give clients when developing their brand is to find their unique selling proposition and clearly communicate it:
- What is the marketplace need and how will you meet that need?
- What is distinctive about you from the competition?
- Why will people connect with you? What’s in it for them?
- Does your brand tell a powerful story and what is the story your brand tells?
- Can you communicate your organizations purpose (the brand) in 7 words or less?
Brand audits are necessary from time-to-time to reveal:
- Who you THINK you are
- What you want to accomplish and if it’s measurable
- What you’re communicating now
- Who people think you are (Through research)
- Gaps between expectations and performance
- Ways to align those gaps through strategic communications
I love the process of taking clients from the conceptual to an internal brand statement and to an external brand tagline; it’s rewarding to put words to their purpose and clearly communicate to the world who they are, what they do, and why someone needs it. Only then can they truly meet the “unmet need” in the marketplace.