For years, TCG has advocated one very simple starting point in every strategy discussion: Who are you? In other words, describe the brand’s core value. What does the brand stand for?  What is the brand’s value proposition?

Although a seemingly simplistic question, most companies don’t have a simple, yet cohesive answer.  It is not unusual for the executive team to answer this question differently, resulting in heated discussion.

TCG has found one consistency in this question:  when there’s no answer, uncertainty or difference of opinion among company leadership, these same characteristics describe the brand’s positioning in the mind of the customer.   It’s difficult to build a relationship with the customer when “who you are” isn’t authentic and transparent.  Take time to answer this question.  Your brand depends on it.

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