Our perspective at VantagePoint

Who are you again? Considerations for establishing consistent brand messaging


In The Art of War, Sun Tzu wrote, “If you know the enemy and know yourself, you need not fear the results of a hundred battles.” While obviously written for a different audience, many professionals recognize how applicable Sun Tzu’s classic is to the business world.In the corporate setting, this particular quote is especially relevant to a company’s brand messaging. You’d be surprised how many brands can’t concisely say, “This is who we are, this is what we do best, and this is where we stand apart from competitors.”

Sending mixed signals can confuse and put off potential customers, which is why making sure your company or client has an established brand messaging platform is vitally important. It’ll save all kinds of potential headaches in the long run by helping establish clarity on how the brand should be positioned and communicated.

If you’re trying to cement your company or client’s brand messaging platform, here are some of the tough questions that need to be addressed:

  • You need to be able to briefly (1-2 sentences) describe how prospects and customers should view your brand in terms of who you are and what you do best.
  • What is your brand’s mission and vision?
  • What are the top value propositions your brand offers customers?
  • What attributes describe your brand?

This is also the appropriate time to establish (if you haven’t already) how you’re differentiated from your top competitors, clarify what your brand IS NOT and identify misconceptions about your brand.

Uncovering specific, clear answers to all of these questions will provide a great starting point for a unified brand messaging platform. Once that platform has been created, you’ll have a stake in the ground — a point of reference from which all future marketing communications material can be based upon.

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