Why start with brand positioning? I know what my brand is and how my customers perceive us. I want to go straight to social media and creating consumable content.

As a brand owner or executive, no one will ever understand the brand origin story at your same level. NO ONE. However, that’s not the goal: we need for current and prospective customers to connect with an aspect of your brand that is meaningful to them, not only to you. Their point of connection is not always the history of the company; the founders; challenges along the way; etc. What I propose is that we need to identify and respect the INTERNAL story, then ask customers what part of that story resonates with them. Once we have identified the EXTERNAL story, I am all for identifying the proper marketing channels for that message, whether social, digital, events, public relations, advertising or other.

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