As a brand you have a core identity and an extended identity. Within that context is a single word or two that describes the essence of your brand.
Find it and everyone gets it. Ignore it and you may find you present an inconsistent brand message that dilutes your brand equity over time.
The Steve Nubie company uses a classical approach to brand development that has been refined to address the needs of a rapidly evolving marketplace, the emergence of a new consumer and new media.
On a fundamental level, we strive to deliver on the basic definition of a brand position:
“Brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands.”
While we embrace this definition, it can be intimidating and complex especially for a company or brand in its formative stages. That’s where we begin to refine and define our approach to deliver results quickly, accurately and in a way that simply makes sense.
We have isolated the fundamental part of this brand equation into 5 key areas of focus:
“Brand position is the part of the brand identity and value proposition that is to be actively
communicated to the target audience and that
demonstrates an advantage over competing brands.”
1. We begin with an audit of competing brands. Who is the leader (if any)? What defines the category language? And what brands represent an immediate or future threat? In addition, what competitors demonstrate best practices. Why re-invent the wheel if someone else has demonstrated that it works?
2. This is followed by a target analysis. It’s as simple as pictures on a wall that invites us all to talk about who they are and why they represent opportunity. As important is identifying who does not. Insight on your customers and clients is the key, and how you can tailor your product or services to their needs and motivation.
3. Value propositions prove to be the most difficult task for most companies. We have assembled a number of exercises and questions that make this not only easy but insightful.
4. Brand identity leads us to tone of voice, attitude and guides not only marketing but operational procedures that represent the personality and fundamental strength of the brand including a definition of the brand as an organization.
5. Collectively, many of these insights create an advantage that dovetails to the final part of the equation: Brand position.