Complete the list below in your mind.
- Volvos are…
- BMW cars are…
- Mercedes Benz is…
What successful car brands do very well is position themselves very clearly. All communication is aimed at conveying one message. Volvos are safe, BMWs are sporty, and Mercedes Benz is luxurious.
What about your organization? What do you stand for? When your customers hear your name, can they tell you in one word what you stand for?
More than one message is no message
