Take this opportunity to share the brand position with you stakeholders (investors, management, employees, key customers). Be sure to explain what it is, what it means, and why you think it’s the right position. Share with them why you think it will resonate with your customers and potential customers, and most importantly how you imagine they can help to make it successful. This is the fun part of sharing the new brand with stakeholders. If you’ve found the right brand, it will create energy and synthesize your company around the single vision.
This is also a great opportunity to tap into the collective creativity among the stakeholders in your organization and imagine all the different ways to implement your brand position and tag line into everyday business. Consider the following, what does your brand position say about:
- how you serve your customers? (fast, friendly, efficient, fun, relaxed)
- the way your business looks? (clean, engaging, humorous, retro)
- the way your phone is answered? (first ring, cheerfully, opening phrase, automated menu)
- how involved you are in your community? (volunteer support, monetary support, not involved)
If you still like the brand position, in light of what it will dictate about how you do your business, congratulations – you’ve found your new brand! Everything else is just implementation – which I will begin to cover in the next post.
Why You Need a Brand Narrative
Camden Hock Logo
Writing the Brand Manifesto and Tagline for the Brand Book
Articulate the Brand Personality for the Brand Book
Extreme Makeover Extremely Social
