Andy Whitlock on LinkedIn: 'How to make sure your brand strategist isn’t a numpty' Three to four… | 13 comments

The second assumption is just as dangerous: it is the dangerously linear assumption that the best way to build a brand is to set out to build a brand. I really don’t believe this. I think if you set out to build a great business, you’ll stand a fair chance of building a great brand. I am not equally confident that someone aspiring to build a great

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Many hours are spent debating the following:

Positioning, Company vision, Company mission statement, Core belief, Brand truth, Brand archetype, Brand map, Brand strategy, Tone of voice, Manifesto to demonstrate the tone of voice, Brand attributes, User personas, Key insights....

Even when agreement is reached on any of the above, the problem with tr... See more

That is: A person — often a founder, or someone similarly empowered — needs to have compelling ideas, establish a voice and perspective, and use it. Tools like brand books and style guides are important so agencies and partners know how to speak the same language. But the actual opinions and values can’t be algorithmically generated or offloaded to... See more

Steps of positioning: - scope competitive alternatives: status quo and shortlist - chart out differentiating capabilities- translate them into values: so what - theme/bucket the values 2 or 3 - chart the characteristics target account- what market category or context I am in

Finally, you’ll position your brand relative to others: Personality Sliders defines the attitude and style of your brand. Competitive Landscape compares your brand to other companies.

Positioning and branding are different too. Positioning inputs into branding.