You spent countless hours racking your brains over your 'why.' But then, the moment arrives — your brand identity, vision, mission, values, and design finally seem to make sense. What a relief! The hardest work is done. You know who you are. Or actually, you've always known that. But now you can properly convey it. Finally. So, mission accomplished. Right?
Well... You've come a long way, and that's fantastic. But this is the moment of truth: you're going public with your brand. The world is about to discover who you are, what you stand for, and what your brand story is. Briefly put, it's time for a sharp brand positioning.
As the world grows, you and your brand grow along with it
What's positioning, really? Is it like sticking a tent pole in the ground, setting up your tent, and going to sleep? Well, not exactly. A good brand positioning is anything but static. You position yourself in many different ways, using everything from social media to offline channels. You're targeting an external audience (your prospects and customers) and an internal audience (your employees).
On top of that, your brand is constantly growing. That's pretty complex. For is today's 'you' the same as last year's 'you?' Great question! I'm going to give you an even greater (two-fold) answer: "Yes and no."
Your core values stay the same, but the world keeps changing — and you're responding to that. You grow along with it. You innovate. And that affects your brand positioning. Take Shell, for example. Is it still an energy company? Absolutely. But today, it puts much more focus on green energy. That makes sense, as sustainability is a hot topic and smart companies pay attention to it to stay future-proof. Although Shell still exists as a brand, your (grand)parents probably won't recognize its positioning!