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what is branding

Define Your Brand; it’s Not your Mission Statement or your Vision

By Communications, Public Relations, Social Media

What’s the difference between your brand position and your mission statement?

Sometimes when I ask a client about their brand position, they rattle off a mission statement, or the company’s vision. It’s great when employees know what these are, but these are both very different from the company’s brand position.

In short, a mission is the reason for the company’s existence. It’s vision is what it wants to be.

The mission of my company is to connect and apply my team’s experience to the communications needs of businesses with similar values.

The vision is to be a world-famous, highly respected communications firm that makes millions billions in revenue. (What? Let’s not pretend we’re not in business to make money. That’s just ridiculous.)

To define your company’s brand, try using the following formulas:

For target audience that have a specific need we offer your main offering unlike main competitor, your name provides your main benefit that allows users to . . . 

For Jaggers Communications, this brand position approach looks like this:

For businesses that want to grow by attracting new customers or inspiring loyalty through clear and consistent communications, we offer strategic communications planning, counsel and execution. Unlike firms focused solely on social media, public relations or marketing, Jaggers Communications provides applied experience in business communications counsel across disciplines and industries. We help clients reach their business goals through smart communications strategy and tactics.

This series of questions is also helpful in developing a brand position:

Who: Who are you?

What: What business are you in?

For Whom: What people do you serve?

What need: What are the special needs of the people you serve?

Against whom: With whom are you competing?

What’s different: What makes you different from those competitors?

So: What’s the benefit? What unique benefit does a client derive from your service?

Jaggers Communications offers strategic communications planning, counsel and execution to businesses  that want to grow by attracting new customers or inspiring loyalty through clear and consistent communications.  Unlike firms focused solely on social media, public relations or marketing, Jaggers Communications provides applied experience in business communications counsel across disciplines and industries. We help clients reach their business goals through smart communications strategy and tactics.

Give it a whirl in the comments (if you’re brave enough).

Defining your Brand Position: Hint; it’s Not About You

By Communications

A logo is a brand image; not the position or definition of the brand.

Ask five people in an organization what the company’s brand position is and you’re likely to get five different answers. Ask five of their customers and you’re likely to get the same answer all five times.

Why is that?

What your brand position is not:

  • It’s not your mission statement
  • It’s not your logo or your “look and feel”
  • It’s not your service or product offerings
  • It’s not what you think it is
My friend Ken Mueller of Inkling Media summed it up nicely when he wrote Word of Mouth is THEIR Mouth not Yours.  Similarly, your brand position is what your customers believe it to be.

Your Brand is the Promise you Make and Keep When Interacting with Your Community

First, let’s define your community. It is those you serve, those interested in what you do, your employees and by extension, often, the families and friends (and sometimes neighbors) of those employees. What’s the promise? It is what you do and how you do it. If the community values what you do, that’s part of your brand. If they think you’re awful at it, well, that’s part of your brand, too.

What’s your promise? Is it what you want it to be? If not, what’s your plan for making a change?