I recently presented research findings and brand strategy implications to a client. We started talking about pinpointing his brand essence as a next step (you know – the word that finishes the phrase, “when customers think of your company they think of…“). He said, “This is my cornerstone, right?” It got me thinking – he was absolutely right!
Imagine Saint Paul’s Basilica without the cornerstone. How long would the walls stand? If they stood would they all be straight? Would they have visible cracks? Would the roof leak? Would it be safe for people to come inside?
Wikipedia says the cornerstone is “…important since all other stones will be set in reference to this stone, thus determining the position of the entire structure“. You can easily take this statement and apply it to brand essence. ”The brand essence is important since all other messaging and business decisions will be set in reference to it thus determining the position of the entire company.”
So what is your cornerstone? And why does it matter?
Today’s challenging environment can mean less control over your brand message in the marketplace. Social media has given the customer a voice in shaping your brand. Economic conditions have lead to finding cost effective ways to manage your business. Companies are exploring indirect sales channels to boost sales coverage and effectiveness without increasing their workforce. Many more have outsourced customer service. With all of this comes the risk of blurring your brand message. Unfortunately, many companies have not taken the time to insure their brand message is well defined and well communicated.
Now more than ever it is imperative to make sure your cornerstone is in place and well defined. There are so many opportunities to cost-effectively grow your business but starting down any of those paths without a cornerstone in place can significantly impair your results.
Because after all, if you can’t summarize your brand in a word or short phrase then how can you expect everyone out there telling your story to understand what your brand is about?
How do you make decisions without a cornerstone? We’ll explore that next week.
[...] a well defined brand essence and messaging platform or as I referred to it – your “cornerstone“. Afterall, if your cornerstone is not in place how can you expect the floors, the walls and [...]