Getting your Brand Positioning down on paper…
Nope, you’re not going to need to create a multi-page ‘brand bible’, or use ‘brand onions’, ‘key holes’, ‘brand pyramids’, or any other stupidly named thing to be able to do this.
Just two things:
Brand Promise - The value you are promising to customers
Brand Values - The things your brand stands for (and doesn’t).
Yep, that simple.
Let’s see what this actually plays out like, by showing you an example.
I’m going to use the brand positioning I created for an old festival client of mine; Black Deer Festival.
Brand Promise:
Black Deer Festival provides authentic good times by bringing like-minded people together not only to celebrate the music of Americana, but to escape to its timeless way of life.
Brand Values:
Black Deer embodies authentic Americana, rich storytelling, and an inclusive community spirit.
(The Brand Values act as guidelines. Everything we do should be in line with these; all touch points and experiences that people have with Black Deer).
Pretty simple, right?
I mean it should be clear to see in the brand promise the value Black Deer was offering?
And how the things in bold are the different types of value being promised, for the different buying motivations customers have?
And similarly within the brand values, you can see what Black Deer stood for and also how the brand would be kept consistent?
There’s really no need to spend ages crafting a perfectly wordsmith’d brand position.
Nor do you need a 4-day workshop or an expensive branding agency to do this job for you.
Just simply translate what your business does (the value you are delivering to the market), into a consumer promise (brand promise).
And use 3-4 words/phrases that you want to stand for in peoples minds (brand values).
Job done.