Peeling Back the Layers: The Process of Uncovering a Brand Position

It happens pretty much every single time we work with a client on nailing down their brand position. Usually a client wants to start with a mission statement. It’s usually super long and somewhat hifalutin. If we’re able to start from scratch, we take them through a brand positioning exercise, which often still results in something loooooonnnnnnnggg.

We get it: your business is yours. You’ve put a lot of thought, energy and effort into it. THERE’S SO MUCH TO SAY. And sometimes, your business is complex; it’s not easy for other people to understand, so it takes lots of five dollar words and prepositional phrases to get your meaning across.

Or does it?

In every case of working through the finalization of a client’s brand position, we peel back layers. We clarify. We eliminate the jargon. We break down complex sentences. We remove aspirational adjectives. We narrow the focus down to what you do now; how it’s different, and why you do it.  In every case, the content we start with is BIG and what we end up with is tight, concise and exactly the message the client wants delivered.

What does your brand look  and sound like? How did you get there?