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On the face of it, finding the perfect words to articulate a distinctive, memorable brand proposition sounds easy.
But if you cast a critical eye over a dozen corporate websites, the difficulty becomes clear. Being distinctive, authentic and compelling is really hard.
Unfortunately, there’s often a can of worms lurking beneath the innocuous-sounding questions – Who are we? What do we do? Why do we do it?
Discussing these questions can teach you a lot about your team, but without a more objective, professional process, the resulting statement is often interchangeable with innumerable other corporate brands.
This isn’t a disaster, blending into a beige background never killed anyone. But if you want a brand proposition that delivers a competitive edge, you’re going to have to do better.
A clear proposition is like a lighthouse that all your brand activity can be measured against for direction and relevance, a rule of thumb that guides your course.
For your audience, it’s the encapsulation of your personality, a shorthand that resonates with years of evolutionary instinct to make snap judgements about the world.
This guide examines how to create a brand proposition that emphasises the qualities that make you unique and, crucially, differentiate you from everyone else.
If you’d like to speak to one of our brand strategy specialists about the process behind a killer proposition, please get in touch.