Brand Values and Purpose
Relevance is priority #1. Customers must find the brand appealing. If not, the brand won’t make it into the consideration set, regardless of how differentiated or credible it is. It must also be relevant to your employees in each of their roles – how do they support the brand and reflect its key values. Make your mission inspiring and relevant to every employee within the organisation. Ensure you can engage every level of your employees as a part of delivering that mission. If you want to recruit the best employees, make sure that your organisation has an inspiring mission that engages employees.
Differentiation is critical and the key driver of positioning success. The brand must be unique vs. competitive offerings. With it becoming increasingly difficult to compete on pricing, or promotions identifying a way to deliver an exceptional customer experience is critical to achieving a sustainable brand.
Credible and attainable is the final measure. If you cannot credibly provide the offering, the customer is left with an empty promise. In order to have a strong value you must be able to clearly articulate the promise you are making to your customers. You must be able to deliver upon that promise to your customers and your employees.