If a tree falls in a forest and no one is around to hear it, does it make a sound? I don’t know the answer, but I can tell you that brand positioning not effectively communicated and embedded both inside and outside your organization will definitely not make a sound.
So how do you ensure your brand positioning exercise isn’t in vain? How do you communicate your positioning both inside and outside the walls of the organization? In these next two brand positioning tips, I’ll try to answer that question. Today, we’ll tackle how to embed the brand positioning within your organization.
So here we are. Your positioning exercise is complete. You’ve identified one or more competitive frames of reference. You have clear points of difference distinguishing you from competitors. You’ve articulated the points of parity you need to achieve. And perhaps you’ve even decided on a brand mantra. Now what?
For most organizations, the next step is to build a plan to embed the positioning internally. Unless you work in a small firm, I’d recommend you don’t build this plan alone. Instead, convene a strategically-chosen team of folks to help you build the right plan for your organization.
Who should be on this team? I’d pick a group of 10 or less people from the following two sources:
A long time ago, a smart North Carolina native mentioned to me that the official NC state motto was the Latin phrase “esse quam videri,” which translates as “to be rather than to seem to be.” Yeah, I didn’t know states had mottoes either. Turns out a lot of them do.
I was struck by this phrase. As Red Hat has grown from North Carolina roots into an international company with offices around the world, we’ve adopted this one little piece of North Carolina-ness as an unofficial litmus test for the Red Hat brand voice as well.
Esse quam videri first appeared in the Cicero essay On Friendship, but a similar concept can actually be traced back to the Greek playwright Aeschylus. His line, which later appeared in Plato’s The Republic, was “His resolve is not to seem the best but in fact to be the best.” You can find more on the history of the phrase here.
Esse quam videri inspires authenticity. When Red Hat is communicating at our best, we use esse quam videri as the muse of simple, honest talk; conversation that doesn’t hide behind the foreign languages of marketing, law, or business.
Sometimes it inspires us to not communicate at all, to simply do instead. When we are not communicating well, we are not listening to our muse.