Visions are concrete and designed to lead and empower.
It illustrates the future that comes from the shared purpose and passion of the company’s people.
Paint a vivid picture of your future Go back and refine it further Test it on a real piece of communication (eg. brochure, script, speech) Use it repeatedly to illustrate the direction of your business 3 what’s your vision?
Find out who else competes in your category and how those companies rank in the minds of customers.
Find out how your brand ranks with customers Or, become the first mover in a new category Design a strategy to become number one or two 5 who shares the brandscape? first mover + popularity = leadership
Alignment is best served by extreme focus and discipline.
Link your business strategy to your customer experience and make no contradictions.
“ The Sacrifice Game”
Teams of participants start with a well-known brand Decide what makes it different and desirable Prune back the brand to its core meaning Remove unaligned elements Suggest new elements that might increase focus of the brand ZAG! 7 what should you add or subtract?
Checkpoint 8: Who Loves You? Every brand is built by a community. It is part of an ecosystem in which each participant contributes and each participant benefits. Decide who makes up your community Diagram your brand’s ecosystem Decide how each participant will both contribute and benefit 8 who loves you?
10 what do they call you? Choose a name that’s different, brief, and appropriate Is your name helping or hurting the brand? Determine how easy or difficult it will be to legally define Is it suitable for brandplay? Does it have creative “legs”? Find out if the name can be used as a URL If it’s too late to change it, is there a way to work around it? Make sure it’s easy to spell and pronounce If it’s hurting, is here an opportunity to change it? Good name requirements Questions to ask
Craft a trueline: the one thing you can say about your brand based on your onliness statement.
must be something your competitors can’t claim
something your customers find valuable and credible
tells why your brand is compelling
avoid any commas or “ands”
one proposition per brand
Turn your trueline into a tagline to use with customers.
11 how do you explain yourself?
Checkpoint 12: How Do You Spread the Word? Make sure you align all communications with your Zag. Only compete at touch points where you can win. 12 how do you spread the word? Unpack the meaning of your name, trueline, and tagline Deploy it across a series of touch points where customers come into contact with brand Customers become true believers then brand advocates Brand advocates spread the word about your product to others