Establishing the framework for successful brand positioning is a complex process. Sometimes it’s easier to deconstruct the individual framework elements so you can see how all the pieces fit to form a cohesive whole. This blog post does just that while showing you how to effectively transition from internal to external messaging.
At its inception, a company starts laying a framework with the basics: positioning, purpose, and values. Often embodied in mission and vision statements, these internal elements are important guiding points for you and your team as you work day in and day out. But here’s what a lot of companies fail to see: those things are for you – not your customers. So even though they may be great rallying cries for your troops, they mean very little to others who aren’t employees. That’s why it’s so important to understand that effectively articulating your brand isn’t as simple as hanging your mission statement on a banner. (In fact, we’d argue that’s one of the least effective ways.) Why? Because your audience doesn’t care about your words. They only care about your actions. Focus on showing rather than telling.
To help establish brand positioning, ask the right questions
So, how do you get from here to there? On one side you have your internal corporate messaging. On the other, your consumer-facing brand in all its glory. Spanning the depth of this brand framework is something we call “The Big Why.” Your “Big Why” occurs at the intersection of what your brand looks like at its best, current customer needs, and existing market opportunities your competitors aren’t filling. It’s the reason you’re doing business, and it’s a position you can truly own.
With that firmly in mind, you can begin to craft the outward-facing framework elements of your brand: tagline, logo, messaging, and campaigns. These are a perfect reflection of the corporate side of the brand framework (mission, vision, and values), but are brought into exquisite focus through the lens of your Big Why.
As you’ve reached the peak of your brand’s framework positioning elements, you should have several things top of mind:
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- A solid perspective on what your mission and vision statements can and cannot do.
- A full understanding of your Big Why and its importance to the process.
- A firm foundation you can rely on to help you continue to build out the rest of your brand story.