A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
Jeff Bezos, Amazon
If you’ve ever looked at or worked in any aspect of marketing, you may have been told that a project or campaign is “off brand”.
It can be a frustrating piece of feedback.
One of the reasons for going off course, is a lack of understanding or agreement on a brand's core positioning.
Brand positioning in a nutshell
Strong brands make a promise to their customers or clients. They know where they sit in the market. They know what they're good at. They plays to their strengths – in difference to the competition.
Without a clear and defined brand position, brands lack distinctiveness and they lose out to competitors that have taken a unique position of their own.
Foreground have just published a short guide on brand positioning. To discover how and why every brand should take a position of its own...Access your guide here