BRAND THE UNBREAKABLE FRAME
UnbreakableFrame
UnbreakableFrame
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SECTION I<br />
AN AU<strong>THE</strong>NTIC POINT<br />
OF VIEW<br />
True differentiation, and understanding what that means, is key to client<br />
identification, loyalty and a proper flow of brand equity. So how do you find<br />
that unique point of view that is interesting and differentiated enough to define<br />
your brand in a productive way? We find it helpful to continue thinking in terms<br />
of frameworks.<br />
The segment for whom the<br />
positioning is focused on.<br />
The category of services in<br />
the competitive set.<br />
What the brand delivers to<br />
the market that is credible,<br />
differentiated and relevant.<br />
Activities, technologies and<br />
capabilities that prove the<br />
brand is capable of delivering.<br />
Target Audience<br />
Frame of Reference<br />
Key Benefit<br />
Reasons to Believe<br />
For<br />
who are looking for<br />
there is ,<br />
the<br />
because only<br />
is .<br />
This positioning framework can<br />
help evaluate the language your<br />
organization uses to describe its<br />
point of view. Overly common<br />
descriptors like collaboration or<br />
innovation can be understood in<br />
this framework as the “reasons to<br />
believe” in your organization. They<br />
help prove your brand is capable of<br />
delivering.<br />
Here, the key benefit of your<br />
organization is your differentiator;<br />
what you bring to the market that is<br />
unique, ownable and interesting.<br />
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