Effective brand messaging requires effective brand positioning – one area where far too many businesses have failed. According to a 2015 study by Gallup, only about one-third of the American workforce said their company’s mission makes them feel like their job actually matters. This is significant, because a strong brand requires a commitment from each member of your team, and it can’t be created by a marketing department alone.

Here are three steps you should take to infuse your brand essence into every part of your organization:


Your first step should be the creation of a positioning statement, which will be used to guide future business decisions. This statement is purely internal-facing, since it is your opinion of who you currently are and whom you wish to become. When writing your brand positioning statement, ask yourself three simple questions:

  1. Who is your target market? Which types of businesses or consumers do you wish to reach, what are their interests, and how do you best influence them? Is there still room for future growth?
  2. Why should they listen to you? What makes your message so compelling that your target market will feel motivated to pay attention to you?
  3. Where do you add value? What do you do best, and which of your service offerings are you most confident in?


Your team can’t deliver on an uncertain brand promise, so it’s your responsibility to clarify your brand position and ensure that everyone understands how it impacts their work. Teach your employees how to apply it to their position, and live it so they will learn from your example. Every time a customer interacts with one of your employees, everything your PR and marketing departments have created will be put to the test. To create a strong corporate brand, you need totally engaged employees who are connected and committed.

At FedEx, every employee knows that taking care of the customer comes first. The company recognizes that – as with many service-oriented businesses – its people are the product. Employees have a clear understanding of the brand promise, and they live it out every day.


Whether it’s something as simple as a Facebook post – or as complex as a complete website redesign – your brand positioning should guide the creative development of your branded sales and marketing materials. Brand positioning ensures that your message to consumers is consistent, and truly represents your brand. Small business owners frequently rely upon their judgment and opinions when reviewing creative materials, but this work should instead be judged against brand positioning alone.

Simple, a bank focused on eliminating consumer frustration with banking, has created marketing materials that are a perfect reflection of the company’s brand position. Everything they do, from their website, to their mobile apps, to their fee schedule, reflects a desire to keep things – well – simple!

Develop a consistent brand experience for your customers by continually referring to your brand-positioning statement, to ensure that it guides every decision you make. Transform your business by living your brand every day.