understand your brand – part II

Just as your brand must have it’s own look, it must also have its own perspective and personality. Communicate your company’s competitive edge quickly, clearly and effectively to your target audiences with a brand positioning statement that resonates.

fun with words, with brands

What does your company do? How are you different?

These are questions that your brand positioning statement should at least begin to answer.


Your positioning statement is important, not only to customers, but also to present and future employees. A good brand positioning statement can convey function, corporate culture and distinctiveness all in one brief statement.


Each of your key audience groups will look to your positioning statement for a different reason, so make sure the language you use and the tone you take gives them accurate information from which to infer about your business:

  • Customers – Customers want to know what you do and why they should choose your product or services over your competitors’. Your positioning statement must sell them on you and what you do.
  • Stakeholders – Stakeholders want to know that you’re a great investment. Your statement must have longevity, and should not downplay the unique benefit you offer to the market. Boast to stakeholders about your value and quickly convey to them the reasons why they should believe in it.
  • Potential and Current Employees – Your employees and prospective employees want to know about your organization’s corporate culture. Tone is especially important for this audience. Do you speak of yourself as the dollar store, bargain brand or have you positioned your company as the premium product? Consider whether your positioning statement will make a prospective employee want to include your organization in the construction of his or her own personal professional identity.

there can only be one

While you’re brainstorming brand positioning statements, do it with passion and strategy. However, remember that there are no bad ideas, only better ones. Try out and test some of your top choices on focus groups to make sure that when you select your final brand positioning statement, you select the right one. Your options can be endless, but eventually you will have to settle upon only one.

Select a brand positioning statement that will remain applicable for years to come, as your business continues to grow and develop. Your business does not have an expiration date – neither should your brand positioning statement. Ill-planned branding runs the risk of necessitating a rebranding effort at some point. While this can be done, why risk confusing loyal customers or stakeholders about your identity? Develop a thorough understanding of your business’ brand from the start, and get your statement right the first time.

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