Brand Roles

Your brand’s role and position are closely related. 

Your brand’s position refers to its location relative to other businesses in the market in the customer’s mind. 

Your brand’s role refers to its duties, responsibilities, actions your brand performs relative to your dream customers.

Every role has a purpose and the same is true for your brand. What role will your brand play in the lives of your customers? Understanding the purpose of your role is essential for creating an engaging story, creating meaning for your brand and life, attracting your dream customers and employees, and creating a positive impact in the world.

Every role interplays with each other. Your brand’s role interplays with your customer’s role. Essentially, everyone is playing a role in life, but most people are unconscious of it. If you consciously create a role for your brand and understand the role your dream customers are playing, branding becomes magical and your story comes to life making your dreams your reality.

You can make any role work, however a strategic approach will create a more synergistic role in your story and branding. Understanding the role of your dream customers will help to strategically select your role to attract them the best.

For example: If your customers need to be inspired, motivated, disciplined, and become their best, your brand can play the role of the Hero to help your dream customers be heroic. Likewise, if your customers are have a problem to overcome and are seeking information, understanding, truth and wisdom, your brand can play the role of the Sage to help your dream customers solve their problems. 

By consciously knowing your role, its purpose and meaning it plays in the lives of your customers you literally make your story come to life.