Positioning & Brand
Just a moment...
Branding makes up all the spoken and unspoken signals about who you serve, how you operate, and how you’re different from everything else out there. All together, that’s the brand.
Kira Klaas • What Do We Mean By "Brand"?
I like to think of brand marketing as branding gone outbound, involving outward-facing campaigns that drive conversation and action so that the audience better recognizes the product and understands its identity.
Kira Klaas • What Do We Mean By "Brand"?
Branding is often associated with logos and guidelines—visuals, tone, and style—but really it’s a holistic concept that encompasses a company’s public facing element
Kira Klaas • What Do We Mean By "Brand"?
You have a brand (e.g. perceptions, associations, a reputation) whether you’re building it with intention or not.
Kira Klaas • What Do We Mean By "Brand"?
Let’s define (brand, branding, and brand marketing):
- Everything about your business that a prospect or customer sees makes up your branding. You actively control this.
- How you choose to get that “everything” to the prospect or customer is your brand marketing. You actively control this.
- Everything a prospect or customer thinks about you is your bra
What Do We Mean By "Brand"?
Think of narratives as a layering process:
- Start with your value propositions to clarify what makes your brand unique.
- Map these to relevant CEPs to anchor your messaging in real buying situations.
- Use consistent themes and stories to build memory links that stick.
More than (key)words: A better approach content strategy for 2025 and beyond
Good value propositions are specific, defensible, and rooted in your audience’s reality. Think beyond product specs. What’s the human impact? How does it make someone’s job easier, their results better, or their life more manageable?
More than (key)words: A better approach content strategy for 2025 and beyond
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.