A differentiating positioning is the mental space your brand holds in the mind of the customer: it’s the qualities you need your audience to instinctively associate with your business.
At its best, it’s the clearest and most compelling articulation of your brand’s strategy.
It is the definition of the CEO’s vision. It also shapes the behaviours and choices of everyone, every day, working in the company.
It creates value at every level of a business.
And, through this, it creates value in the mind of the customer.
Verbal Identity use a proprietary ‘inside out’ method.
We collaborate directly with a brand’s key individuals to fully understand the brand’s DNA and drivers. A combination of rigorous research and linguistic analysis gives us the knowledge we need to define the CEO’s vision.
This is codified into our 7-slide format.
Seven slides, we’ve discovered, are long enough to be exhaustive and short enough to be memorable.
It allows us to crystallise your target customer, brand beliefs (why you do what you do), and brand values (how you do what you do).
Finally, we sum this up into one specific, unique positioning. Think of it as your company’s tattoo: the organising thought that will single you out from your competitors, illuminate your brand’s behaviours, and end up in the heads of everyone working on behalf of the brand.
Most strategy doesn’t come off the page. It isn’t clear enough to align the business or it’s not stirring enough to drive action and commitment.
To build an aligned and engaged organisation, the CEO’s vision must be lived, every day, throughout the company.
Using a hybrid model, we’ve recognised that there are four principal levers that will drive a brand to shift their behaviour.
See. Feel. Do is our main area of focus.
We identify critical brand behaviours that need to be adjusted and tailor our programme to suit them.
See: We work with the top level of the company to orchestrate company-wide inductions into the vision. Everyone can see what the vision is and why the change is imperative.
Feel: Through intensive workshops and guidelines, we also help different departments commit to the brand-centric vision. This allows key teams to discover exactly what the positioning means for them, to engage with it. In this way, the vision is disseminated through every level of the brand, driving alignment and dedication.
Do: We work through next steps with departments. More than just setting goals, we let teams take ownership of the new vision and their part in its realisation.
We also collaborate with the leadership teams and HR to make sure all four levers are activated.
It’s through language that deep connections inside your company and with your customers are built.
Now, more than ever, brand owners need to help everyone in the building communicate clearly, consistently, and on-brand.
Brand voice guidelines are the guard rails that let your writers know how they should be speaking and how that voice should flex across different channels.
We look at a brand’s language on 3 levels: 10,000 ft, 1,000 ft, and Ground Level.
10,000 is your brand’s narrative. It is its key values- what it loves, what it hates, and who it is.
1,000 feet is your brand’s personality. It’s the tonal qualities that determine how a brand speaks.
Ground Level is the lexicon, the structure that is characteristic of the brand.
We deconstruct language to examine these 3 levels and make sure there’s consistency across all of them.
We examine the language of brands both within and without your category to open up new possibilities for your brand voice.
And we use real-life examples to make the style stick.
As a result, Voice Guidelines are easy to use, allowing enough room for your writers to be creative and enough clarity for a voice that’s unmistakably your brand’s.