Effective Brand Positioning Begins with Discovery

Before you can create a brand position for your company, you need to understand who and what your company represents to both internal and external audiences. That begins with the discovery process.

Discovery requires taking input from everyone from the C-suite to your customers and prospects, and all levels of your organization in between: marketing, sales, product development and customer service. Each will have a unique perspective on your company and its products. (Click to Tweet)

From each of those perspectives, look for the common thread. What does everyone see that is the same across the board? That is the heart of your brand, and the beginning of your brand development and positioning.

Our advice: Don’t just start throwing out brand ideas before you’ve researched the current views of your company. Discovery is the first of six steps to developing and positioning enviable brands. Find the next five steps in our ebook, Six Steps to Creating Enviable Brands or find out how JONES can provide an objective perspective and approach to discovery and the rest of your brand creation process with a complimentary consultation.