Brand communication
A positioning statement that makes a choice
A positioning statement is a working decision about audience, need and difference—not a sentence that must appear on your homepage.
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24 articles
Brand communication.
Positioning, language and the promises a business makes.
Brand communication
Find a useful audience beyond everyone
Choose an audience by the problem you can address, then use that choice to exclude messages that do not belong.
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Brand communication
Turn customer interviews into message priorities
Interview notes become useful messaging material when observations, interpretations and decisions remain separate.
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Brand communication
Separate a brand promise from a slogan
A slogan is an expression; a promise is an expectation the business must be able to meet.
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Brand communication
Build a message hierarchy for a small business
Order the main claim, supporting reasons and evidence so a reader can understand the business before meeting every detail.
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Brand communication
Write a value proposition without vague benefits
Replace broad benefits with a specific change in the customer's task, and show what produces that change.
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Brand communication
Make a tone of voice usable by colleagues
A usable voice guide shows how language changes with the situation instead of handing writers a list of adjectives.
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Brand communication
Choose words your customers already understand
Customer language is a source of clarity, not a reason to copy every phrase or discard useful technical terms.
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Brand communication
Keep a brand name consistent across channels
A short naming record can stop small variations from creating uncertainty about whether customers have found the right business.
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Brand communication
Explain a change of company name
Explain what the new name changes, what stays the same and how customers can recognise genuine communications.
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Brand communication
Communicate a price increase without hiding it
Put the new amount, effective date and customer options ahead of language about investment or added value.
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Brand communication
Introduce a new service without confusing existing customers
Describe the new offer in relation to existing services so customers can tell whether to switch, add it or ignore it.
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Brand communication
Describe your difference without attacking competitors
A useful distinction describes a different fit or method without making unsupported claims about everyone else.
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Brand communication
Use proof points instead of unsupported superlatives
Replace praise with facts a reader can examine, while keeping every proof point within the claim it actually supports.
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Brand communication
Write an About page without an invented origin story
An About page can explain the present business, its people and its choices without manufacturing a dramatic beginning.
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Brand communication
Build a one-page brand brief
A one-page brief should preserve the decisions a writer or designer needs, not compress an entire brand strategy into tiny type.
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Brand communication
Adapt the same message for customers and partners
Keep the underlying offer consistent while changing which questions you answer first for each audience.
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Brand communication
Audit inconsistent descriptions of your business
Compare descriptions by meaning, then fix contradictions before worrying about small stylistic differences.
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Brand communication
Give a founder a voice without making everything personal
Use a founder's perspective where it adds explanation, while keeping the organisation's promises and processes bigger than one personality.
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Brand communication
Distinguish an audience need from a demographic
Demographics describe people; needs explain what they are trying to do in a particular situation.
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Brand communication
Present sustainability claims with specific boundaries
Name the precise product, activity and period behind an environmental statement instead of treating a small change as a whole-brand verdict.
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Brand communication
Explain a small business partnership clearly
A partnership announcement should identify each organisation's contribution and the practical consequence for the customer.
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Brand communication
Keep a brand consistent during a handover
A brand handover should preserve the reasons behind decisions as well as the files used to express them.
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Brand communication
Decide what not to say in a launch
A launch becomes clearer when secondary ideas have another home instead of competing with the main announcement.
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