Why Is It Important To Position the Brand?
Brand position
This is the core of why you exist in the first place (beyond making money). It’s what you emotionally deliver to your customers. Brands are meant to last over decades and have deeper meaning. It’s why people are willing to stand in line for days to buy your stuff or why talent would kill just to join your company. While taglines try to gain space in your mind, brands try to win over your heart.
- It is soul deep, not about marketing
- It’s the foundation of your culture
- Not typically used in print or marketing, but can be on rare occasions
- It’s the emotional value you deliver to your customers
Examples of brand positions that you won’t see in marketing campaigns:
- Starbucks – Daily inspiration
- Disney – Make people happy
- Apple – Cool innovation
- Google – Organize the world’s information with one click (unofficial brand promise: don’t do evil)
Keep in mind, brand positions are not about bravado or chest-beating. It’s about delivering something of value to the world and your customers. Marketing can be bold and forward if need be. When you are able to align your marketing campaigns and taglines with your core brand, that’s when you can create magic in the marketplace. Most great brand ideas are simple, but the execution and implementation is complex.
Read the full article at: http://bebranded.wordpress.com/2011/07/18/a-brand-position-is-not-a-tagline/
Patty Block, President and Founder of The Block Group, established her company to advocate for women-owned businesses, helping them position their companies for strategic growth. Charting the course for impactful, sustainable, profitable businesses, the beacon is control: of your strategic direction, your money, your time, your staffing, and your ability to bring in business. The Block Group brings together the people, resources and ideas that build results.
Business management consultant.
Business consulting for women entrepreneurs in Houston, Advice for women entrepreneurs, Business Coach in Houston, Growth strategies for small business, Business continuation for women, Growth for women-owned businesses, Houston business coaching, Financial strategies for small business, Small business consulting in Houston, Business management consultant
