The strategic brand thinking at the heart of every successful brand.
Over the weekend I was having a conversation for the thousandth time with the owner of a relatively new, fast growth business who I realized was hearing it for the first time. The conversation was around the principles that underpin every powerful brand, regardless of category, business size or the product or service they offer.
I was reminded that as a specialist branding agency with almost 30 years experience developing brands every day (and often into the night) we spend so much time thinking about the way branding works, that we can forget our clients don’t have an equal grasp of the essential strategy behind effective branding. And whilst brand sits at the value heart of every business, the art of branding is not something most business owners have ever studied.
The 3 Foundations of Effective Branding.
Often the most important theoretical foundations have a simplicity to them that belies their importance, and so it is in this case. At the very beginning of the brand conversations we have with clients we seek to underscore the importance of having clarity on their differentiated brand value proposition. Creating a brand without differentiation or a proposition valued by their market is as pointless as putting lipstick on a pig.
The diagram below is one I’ve sketched on thousands of notepads, whiteboards and napkins to illustrate the three elements critical to understanding, clarifying, or developing a differentiated brand value proposition.
The first question we ask, which fills the first circle we draw is; “What is it you do that you are excellent at? What can you do consistently and to a very high standard?”
The second question, which fills the second overlapping circle is; ” What do you do that the market cares deeply about? What do you do that they absolutely need or deeply desire? The stronger the need or deeper the desire the better.”
Finally, the third question for the third circle is;“What do you do that nobody else does?”
Where the answers to all three questions; “What is it you do that you are excellent at, that the market cares deeply about and that nobody else does?” overlap in the centre of the circles you’ll find the basis of your business and brand strategy, your differentiated brand value proposition.
David is the founder of Truly Deeply, a brand agency with 25 years of experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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