What are the three most important questions to ask at the start of any brand positioning project?
Amongst the many that need to be asked I think these three are priority because they look beyond the strategy deck:
- What is the problem we are trying to solve?
- Where’s the business plan?
- What resources will be available – people, budget, workstreams – beyond this piece of thinking?
The first is one all-important thing against which the strategy should be assessed.
The second ensures the external face reflects (or at least supports) the internal.
The third assumes that brand positioning per se means nothing – it’s the template for execution and activation, without which there is no change.
What do you lead with?
