ax.i.om (noun)
A statement or proposition that is regarded as being established, accepted, or self-evidently true, or proposition on which an
abstractly defined structure is based.
Our brand positioning strategy tool unearths the powerful truths that exist within your business.
Use them to shape your organisation’s future and create a real, tangible difference and real competitive advantage.
The axiom and the truth
we feel? how do
we look? how do
we speak? what makes
us different? symbols?
colours?
names? who buys?
and who
doesn't? what are we? heart
Who are we?
What is the nature of your business? What kind of people do you attract?
Are there common behaviours and attitudes?
Is your organisation built on modernist or traditionalist values?
Are the people involved authoritative and confident, or are you warm and friendly?
Are you a cautious lot, or risk-takers?
How do you feel?
What is it like working for your organisation? Is there a sense of shared experience?
Do stakeholders ‘feel’ the same way about work. Is there a shared vision, a common goal?
Are you a happy bunch? Hard-working, driven and focused?
How do you look?
What kind of image does your business project? Is it cohesive and consistent? Do you have a visual identity and organisational style?
Does your website reflect your reception and visa-versa?
How do we look to others, how do they describe us?
How do you speak?
What is your business’ tone of voice?
How do you communicate in the spoken or written word, via advertising, internal comms, website, social media sites on the phone and to the media?
Is it authoritative, chatty, professional or friendly?
Let’s adopt the right language for your business and use it consistently.
What makes you different?
What are the real, tangible things that set you apart from the competition?
Do you honestly know who your competition are, and what exactly it is that they’re offering?
And why in some cases consumers choose them instead of you.
Tricky one?
Your symbols?
Who and what are the symbols that connect your business to the outside world?
Is it a colour? A particular person?
Or a single sub-brand or a whole range of products
and services?
Maybe it’s a building or even a particular ad campaign.
Identify the symbols that matter most and stop wasting time and money investing in those that don’t.
Who buys you and who doesn't?
Do you have a clear understanding of your customers’ needs and desires?
What type of person buys your ‘offer’ and what are their reasons for selecting you?
Who decides against you, and more importantly why?
Is your market position and brand proposition as clear as it ought to be?
What are you?
Sounds easy. It should be.
But, would your description list be the same as your colleagues?
Is there a clear messaging hierarchy?
What does your organisation actually do well? And maybe not so well?
What should you be doing more of and what are people’s misconceptions?
The heart
By unearthing and capturing the truthful themes that underpin the sucessful elements within your organisation, we can distil the most engaging and differentiating rational and emotional connections to sit at the heart of your brand.
Sometimes it can beat with a single word.
Powerful stuff.
Rational Brand
Connections
Brand positioning strategy for the ‘left-brainers’.
It should be a simple process, defining ‘what we do’ and ‘who buys from us’.
But ask this question in your average boardroom and most directors around the table would have slightly differing opinions around these seemingly obvious points.
Isn’t it time that everyone within your organisation and customer base had a clear understanding of what your business actually does? And what your brands positioning strategy is?
Emotional
Brand
Connections
What does your brand and business stand for? The emotional brand positioning strategy statements.
What are the emotional drivers associated with your brand positioning strategy that make you different and attract customers and talent alike?
Some people see emotional drivers as the ‘soft stuff’, but this is where the battle for high-value, loyal customers is fought and won.
It equips you for the hard task of establishing real competitive advantage and a solidly differentiating brand positioning strategy.
And it’s where all the world’s biggest and best brands excel.
