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What does your brand position say?

The brand position will dictate everything about how you do your business, these are some critical considerations for your new brand position

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Let’s start with the basics, what is a brand position?

Your brand is the space your business occupies in the business world. It can be friendly, open, full of hope and aspiration. It can also be sloppy, uncoordinated, and unimpressive — and everything in between. The trick is choosing your brand position intentionally and not letting it be chosen for you because of lack of attention.

Considerations for choosing your brand position

When you intentionally choose your brand, you get to consider what your brand position says 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? ( the first ring, cheerfully, opening phrase, automated menu)
  • how involved you are in your community? (volunteer support, monetary support, not included)

If you still like the brand position, especially in light of what it will dictate 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.brand position

Continuing the line of thought from A Branding Beginning, Take this opportunity to share the brand position with your stakeholders (investors, management, employees, key customers). Be sure to explain what it is, what it means, and why you think it’s the right brand position for your business. Share with them why you think the brand position 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 synergize your company around the single brand vision.

This is also an excellent opportunity to tap into the collective creativity among the stakeholders in your organization. Ask them to imagine all the different ways to implement your brand and tagline into everyday business.


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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