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What do people really think about your brand?

  • - By Dan Ratner

If you asked 10 people that know you to describe what your brand stands for, what would they say?

A brand positioning has been best described as a ‘place held in the customer’s mind’ (Ries & Trout, 1981). So, we help define an ideal space that your brand can aspire to live.

The brand strategy itself is the roadmap to help you achieve that ideal position in your audience’s mind. It involves understanding deeply what they currently think of you in context to what you would like them to think. It’s described in a ‘branding model’ and summarised into what we call your ‘essence’ – the single idea that drives everything your brand does.

The essence is not a tagline. It reflects the values, ideals and aspirations of your organisation.

Generally, it’s very short, only a few words. But each word is defined and expanded on using the brand’s underlying attributes and values; what it stands for and its promise to the people it touches.

The essence is supported within a model that describes your organisation’s attributes and benefits. It determines how the people it touches will feel. Your brand’s essence is its personality and state of mind, and what it believes in and values above everything else.

From here it can be visualised or even prototyped to illustrate how you might ‘come to life’ under the brand model.

If it’s been difficult to describe what you stand for, or if what you are communicating is not driving the perceptions you want, then talk to us about defining and developing a compelling and relevant brand strategy for your organisation.

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