We talk a lot about all kinds of things surrounding branding…
And, one of the things that gets overlooked all too often is the idea that a brand should and better have a meaningful Point of View.
How do you really define a meaningful POV for a brand?
Its not as difficult as you think.
1. Is your brand focused on a specific kind of value?
Have you and your brand managers discussed and decided on what specifically your brand is selling or wants to sell to your market?
Every discussion of brand meaning, POV, and value should begin with a discussion that focuses exclusively on what it is you want to deliver to your market.
2. Does your brand talk to the right audience?
By the right audience, I mean is your brand talking to the people that can use and will buy what you are selling.
This is essential to know because in so many cases, we get confused by fuzzy metrics like “likes,” “engagements,” and other buzz words of the day.
But for your brand to be meaningful, you have to spend your focus on talking to the audience of people that can appreciate your value and are willing to pay for it.
3. Does your brand show up in the right places and avoid the wrong places?
You know what a meaningless brand looks like?
Sure you do.
It is one of those brands that is just thrown up all over the place with what appears to be no thought given to whether or not it should be there or not.
In too many cases, this happens because the brand managers are caught in the trap of impression marketing and advertising that thinks any touch point is a good touch point.
Which is wrong.
For your brand to stand out and have the right meaning, it is important that you spend time ensuring that it is going to the right places at the right time and avoiding the places that will detract from its overall value.