Category Archives: Brand Positioning

Brand Must Reflect Company Vision, Mission, Values and Position to Be Creditable

When building a brand platform for the corporate brand, there are several documents which may have already been created as part of a strategic business plan which should also be part of the brand platform.

And as a corollary, many enlightened companies will have incorporated the brand platform into the strategic plan.

After all, branding is, first and foremost, a strategic activity.

Four strategic statementsSo when I suggest the brand platform should contain the corporate mission statement, vision statement, values statement and positioning statement, it is possible they already exist. But if not and your company has not addressed those statements, I’ll define and differentiate them here so there’ll be no confusion as to the function of each and how each affects the corporate brand. Continue reading Brand Must Reflect Company Vision, Mission, Values and Position to Be Creditable

How to Create a Unique Brand Position

Brand positioning in simple words means to differentiate your brand from the competition in a positive, unique and memorable fashion.
Rising above the static

A Way to Rise Above the Static

Positioning should begin with a knowledge of your competition, their strengths and weaknesses. Then factor in the ways you can differentiate your offerings from those competitors. Build a consistent and long-range brand by promoting the difference your product or service makes through all the branding elements: name, tagline, messaging, graphics, spoke persons, events, sales process, customer service, policies and activities. Positioning means being known for something – something unique and valuable. Continue reading How to Create a Unique Brand Position

Find way to differentiate yourself from your closest competitors

Most Community Banks Don’t Practice Differentiation Where It Counts

There’s a tendency among community banks to believe their major competitors are mega bank systems like Chase, Wells Fargo and CitiBank. And they believe they have found effective ways to compete against them by being regional and personal.

Find way to differentiate yourself from your closest competitors
Find way to differentiate yourself from your closest competitors

So I did some research. Continue reading Most Community Banks Don’t Practice Differentiation Where It Counts

Branding and Positioning Go Hand-in-Hand

Branding partners with positioning
Branding and positioning combine to deliver an integrated and powerful presence in the marketplace.

Branding, coupled with positioning, can differentiate your business and its products and services from your competitors, That combination can also establish a personality that is both unique and appealing to potential customers. It is a multifaceted,  process and discipline.  Continue reading Branding and Positioning Go Hand-in-Hand

Branding for Bucks: positioning is vital

Last blog I promised I’d speak to the concept of positioning and its importanceBranding for Bucks in the branding process.

Positioning is vital to a successful brand.

It is the most important aspect of branding, but it’s also a major determinant of how the business or product will be developed. So ideally, positioning would be an integral part of the original development of the business plan. Continue reading Branding for Bucks: positioning is vital