Brand positioning defines where to place your organization’s brand, relative to its competition and opportunities, in the hearts and minds of its key target audiences. Your organization’s positioning takes the form of a unique, easy-to-remember statement. Think of it as a plain-English elevator
pitch that you can use comfortably and confidently. A strong positioning statement describes what your organization does, who for, how, why, and most importantly what its unique differentiation and value proposition is. This ensures that there is a simple, consistent message about your organization whether it comes from the website, employees, or any other stakeholder.
Brand personality is the memorable style and voice that best conveys the unique qualities of your organization’s brand, allows it to resonate with its key target audiences, and differentiates it from the competition. It asks the seemingly simple question, “If your organization was a person, what
kind of person would it be?” Infusing your organization’s brand with human characteristics that serve its brand goals makes it tangible, accessible, and real to its most valued target audiences. Furthermore, your organization’s brand personality is a key influence on touchpoint development and design to make certain the brand delivers on its promise.
Brand principles are the actionable beliefs and consistencies that your organization’s brand holds above all else. They inform your brand culture and reflect that which will never be compromised on, whatever the future holds. All decisions must be aligned with, and filtered through, your organization’s brand principles. These will assist in critical decision-making when it comes to considering new opportunities or challenges that your organization will face – be it new clients, brand extensions, or industry shifts.
Your brand promise is a simple, strong statement that is used on a daily basis to drive your brand’s actions, decisions, and associations. It is your brand’s unique differentiator and it ensures that everyone in the endeavor is acting with a unified direction. It is your organization’s brand promise to its current and prospective clients. And it is the emotional end-state we want our brand audiences to feel. It is the spiritual driver behind a tagline.
Your brand architecture defines the relationships between your organization’s parent brand, its related sub-brands, touchpoints, messaging, marketing objectives, competitive considerations, and potential change. The brand architecture gives all stakeholders clear guidelines on when and how to use your organization’s name and descriptors in marketing, communications, creative design, and writing.
Audience Personas and Needs
To deeply understand the hearts and minds of your organization’s key target audiences, it is critical to profile each by archetype, behavioral and motivational needs, valued brand touchpoints, and their desired brand perceptions that define them as tangible audiences. This deliverable also identifies key messaging themes based on your organization’s individual audiences’ need states to create targeted, goal-driven visual, verbal, and written messaging.