Brand Strategy
Key question
What does the brand stand for?
The brand core describes the very essence of a brand. The positioning defines the place it should occupy in the minds of the target audience.
Learning objective: You can distinguish between purpose, vision, mission and values, and articulate a clear positioning.
If you stand for everything, you stand for nothing.
4.1 / Purpose, Vision, Mission
Why, where to and how.
Three terms describe a brand's direction:
WHY
Purpose
Why do we exist, beyond just making money?
WHERE TO
Vision
What does the world look like when we are successful?
HOW
Mission
What do we do every day to get there?
Simon Sinek’s Golden Circle arranges this in a similar way: first the Why, then the How, then the What. Brands that know their Why often seem more credible, provided they truly live it.
First the why, then the what.
4.2 / Values and Promises
Values are demonstrated through actions.
Brand values describe what matters to the brand and how it acts. A few specific values are more powerful than a long list. Values like "quality" or "innovation" are interchangeable if they are not explained.
The brand promise summarises what people can always expect from the brand. It must be delivered at every touchpoint, otherwise the brand will lose trust.
A value without an example is a mere assertion.
4.3 / Positioning
That one space in your head.
Positioning defines what a brand stands for and how it sets itself apart. A positioning statement encapsulates this in a single sentence: for whom, addressing which need, in which market, with what benefit, and backed by which proof.
The statement is an internal tool, not a slogan. It helps to evaluate decisions: does this measure align with our positioning?
Positioning also means: giving something up.
Exercise
Defining the brand core
Task: Develop the core of your brand.
STEP 1
Articulates purpose, vision, and mission.
STEP 2
Choose three values and describe a behaviour for each.
STEP 3
Formulate the brand promise in a single sentence.
STEP 4
Write a positioning statement and check it against the positioning map from Module 02.
Evaluation: What are you giving up with this positioning?