3 Know where you stand

3

KNOW WHERE YOU STAND

Everyone involved in running a brand need to know where it stands in the market. With a clear picture of who you are and what you do, you can mark out your territory, clearly explain to customers what makes you different from other brands and also make the right decisions about which direction to take the organisation.

The idea We aren’t talking about mission statements. Although a mission statement is intended to distinguish you from other organisations and be something that applies only to you, usually they come out sounding dull as ditchwater and lacking emotional understanding of what it is about the brand that appeals to its customers.

We’re talking about something that goes much deeper: What your organisation believes in. Without it, it’s too easy to say yes to all the interesting ideas presented to you by your people and your creative agencies, or to feel that you have to respond to something new from your competitors. Knowing who you are, what you stand for and where you’re going next, you give yourself a clear picture of what’s right and what’s wrong for your brand.

A great example is the motorcycle company Harley-Davidson. They cut costs to complete with the Japanese motorcycle industry in the 70s and 80s. Then they paused, thought it through and

redefi ned themselves. This is encapsulated in the fi lm they made for their own staff, known as “Creed”. You can fi nd it on YouTube. When you watch it, even if you’ve never owned a motorbike, just for a moment you imagine you’re riding on the open road in a warm Californian breeze.

The cosmetics company, Lush, is another organisation that has a clear understanding of where they stand in the market. They write what they believe in, “A Lush Life”, on blackboards in each of their shops, on their website and in their newspaper, The Lush Times.

In practice • If it’s been a while since you asked yourself what makes your organisation great, and what makes it different from everyone else, take some time to think it through. • Ask your own people and your customers what they think you stand for, and compare the results. • Work on your statement of what you stand for until you can explain it clearly to anyone who asks.