Branding is more than just a cool logo — branding promotes recognition.
Your brand is what distinguishes you from other companies in similar industries. In order to distinguish yourself from the rest of the crowd, you must make a memorable impression on consumers.
When creating or redefining your brand, you want to keep the customer experience you want to promote in mind. The 3 P’s (Purpose, Promise, Positioning Statement) are key components for this. When you think about your brand, do you have a firm grasp on all three?
1. PURPOSE
This defines who you are and why you matter.
2. PROMISE
This is the covenant that you have with your members/target audience. It defines the unique value that you are promising and what people can expect every time they engage with your organization. This can be manifested as a slogan or tagline in marketing materials.
3. POSITIONING STATEMENT/MISSION
This elaborates upon your purpose, defining the unique space that your organization owns in the marketplace and what separates you from the competition. Answers the key elements of a brand positioning statement: What industry/category am I in? What does my organization do? How does my organization do it? Who are my members/prospects? How is my organization different from the competition?
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