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.