haters

Brand positioning tip #13: embedding positioning internally

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:

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An open letter to Seth Godin

Dear Seth,

I just finished reading your new book Tribes. Normally when I read a book that relates to the Dark Matter Matters subjects (and Tribes talks about leadership and community and all kinds of good stuff), I write a review and post it here. I’m not going to do that this time. I think the reviews on Amazon pretty well cover it, so I’ll just point people there.

Seth, I have something a bit more personal I’d like to discuss with you. If I may be so bold.

I’ve read most of your books over the years, liars, and purple cows, and dips and whatnot, and I’ve got to tell you, I think you are one smart dude. I’ve learned a lot from you.

I thought the alternative MBA program you just finished was a stroke of genius. I was totally jealous– that would have been a great way to spend six months.

But, honestly, I always get this weird, hollow feeling after reading a book of yours. I couldn’t quite put my finger on it until I finished this one.

OK, let me just spit it out. I think your books can be kind of superficial and tend to preach to the choir a lot.

There. I said it. I’m sorry. I’m not trying to be a hater.

You even call out haters in this book. Said that you shouldn’t let people like that get you down. So please don’t get down, like I said, I really respect your work, it’s just I think you might be limiting your audience. You could be bigger.

So in the hope that I’m being a heretic (in the way you talk about in the book), rather than a hater, I’d humbly suggest some constructive ideas.

Seth, I’d like you to write a book that will do more than rally the tribe that thinks like you. I think you have a book in you that will educate those that don’t think like you. They need your help.

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