Brand positioning is a funny thing. It’s not your logo. It’s not a tagline. It’s not your company mission. It’s the sweet spot between what you want your organization to bring to the market and what the market believes about your organization. It’s where X marks the spot on the treasure map. So when it comes to your brand, how do you know if you are digging for gold, or just kicking up dust? Chances are, if you haven’t taken a careful look at your brand in the last three years or so, it’s time to scout the territory. Once upon a time brand positioning assignments were a cumbersome, time consuming, expensive proposition. Today, updates in technology make it easy to get from research to implementation in about 12 weeks, and for a modest investment. This assumes you have willing partners and support inside your organization to make the project a priority. Still, brand positioning is not for the faint of heart. It can, and often does, reveal ample opportunities for spirited debate. But for your trouble, you will get:
- Rich insights from the audiences who matter most – including your internal team and customers
- A clear view of the competitive landscape – who is playing in your space, what they’re saying and where you can differentiate your brand
- Operational focus – indications of what’s working, what’s not and where new opportunities lie
- A marketing roadmap to help bring the new, updated or validated brand position to life
Are you ready to explore the shifting sands of the marketplace to see where your brand really lives?