Throughout our experience of working with businesses of varying sectors, sizes and stages of lifecycle we often come across a common approach to the way they communicate.
Understandably, many businesses feel the need to communicate everything they do with an insatiable immediacy in an attempt to ensure they don’t undersell themselves and miss any opportunities with their customers.
This ‘push’ approach however, can often hide and dilute what you stand for (your brand positioning) and have a detrimental affect on the way your customers navigate through your proposition and engage with your business. It can also mean employees interpret your business in varying ways which can mean sales messages are confused and conflicting, ultimately impacting how effectively your team sell your business.
Establishing a simple and concise entry point will enable customers and prospects to quickly understand your proposition, position in the market and how to utilise your business.
One of the first and most important phases of the process we go through with clients when we begin a brand development program is to understand and simplify the journey or ‘brand story’ from a customer’s perspective – we call this ‘flipping the focus.’
This process involves establishing a brand and communication architecture and concludes in identifying a simple but coherent and engaging entry point in the form of a positioning statement and brand message.
From an internal perspective your brand message and positioning should encapsulate the ethos and culture of the business so that internal stakeholders feel empowered to stand up for it and live through their day to day operations.
From an external perspective it should;
- become an entry point and define your organisation – both what you do and how you do it
- differentiate you from your competition
- capture the essence of your market to give you a competitive advantage
- allow your customers to identify themselves and their needs in your proposition
- drive the business forward and be something the business aspires to
- provide an agility to your brand so it can adapt to different customer segments & demands and changing in market conditions