Brand Perception

Discovering How Your Brand is Currently Perceived

You can't dive fully into a positioning (or repositioning) strategy without knowing how your market currently perceives you. This means knowing the most useful questions to ask about prospect and customer perception, where to go to find the answers to those questions, and what tools and resources will help you measure consumer sentiment. Read more

Understanding Your Competitors’ Brand Positioning

Positioning strategies are always relative: Your company isn't fast; it's faster. You must know your competitors intimately if you plan on standing out from them. This means gauging both their positioning strategies and their markets' perceptions of those strategies. Where are they successful, where are they failing, and where are the gaps you can fill? Read more

Defining Your Company’s Mission, Vision, and Core Values

You can't properly position your brand until you're clear about what your company stands for—the values you want to abide by for the long-term. Mission, vision, and values statements give your company a shared worldview and purpose that will serve as an anchor through both the monotony and chaos of running a business. Know how to make yours effective. Read more

Implementing Your Brand Positioning Strategy

Now that your brand positioning statement is in place, it's time to turn that all that writing into a real-time strategy—to live and breathe the claims you've made. Brand rollout entails socializing your positioning internally, mapping touchpoints, determining your brand's voice, attending to your digital presence, and creating a style guide for your teams. Read more