Ten brand strength factors

With the end of positioning, we believe it will be less about helping define what a business stands for, and more about determining where it should go next. Each brand consists of precisely ten strength factors:

INTERNAL FACTORS

1. CLARITY

Clarity internally about what the brand stands for in terms of its values, positioning and proposition. Clarity too about target audiences, customer insights, and drivers.

2. COMMITMENT

Internal commitment to the brand, and a belief internally in its importance. The extent to which the brand receives support in terms of time and influence.

3. GOVERNANCE

The degree to which the organization has the required skills and an operating model for the brand that enables effective and efficient deployment of the brand strategy.

4. RESPONSIVENESS

The organization’s ability to constantly evolve the brand and business in response to, or anticipation of, market changes, challenges, and opportunities.

 

EXTERNAL FACTORS

5. AUTHENTICITY

The brand is soundly based on an internal truth and capability. It has a defined story and a well-grounded value set. It can deliver against the (high) expectations that customers have of it.

6. RELEVANCE

The fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and geographies.

7. DIFFERENTIATION

The degree to which customers/consumers perceive the brand to have a differentiated proposition and brand experience.

8. CONSISTENCY

The degree to which a brand is experienced without fail across all touch-points or formats.

9. PRESENCE

The degree to which a brand feels omnipresent and is talked about positively by consumers, customers, and opinion formers in both traditional and social media.

10. ENGAGEMENT

The degree to which customers/consumers show a deep understanding of, active participation in, and a strong sense of identification with, the brand.