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Brand Communication
How to communicate your brand
Where do you get a Brand Promise?
Don't touch that logo
Brand Contract
What's your Brand Value Proposition?
Effective Brand Communication
A brand contract helps provide a framework for selecting a positioning strategy and developing the brand promise.
If one society in the market owns a position, they alone own it. For example, if one society is the market leader for mechanical engineering career opportunities, they own the position; however, they cannot own career opportunities, advocacy and best overall customer service. A successful brand positioning must be single-minded and very focused.
The brand contract forces you to answer the hard questions that will help you develop your brand.
Next:
What's your Brand Value Proposition?
Previous: Don't touch that logo
