Brand Positioning Mistakes | A response to Chris Gram's Blog Post on Dark Matters [Desaraev | Agency Couture]

Dark Matter Matters is a blog by brand positioning expert Chris Gram who runs a strategic communications, design, and strategy firm. According to Chris Brogan and Chris Gram's Blog about page Chris spent his last 10 years at Red Hat, the world’s leading supplier of open source solutions, where he played a key role in building the Red Hat brand and culture.


While reading Chris's blog I came across a post entitled, Brand positioning tip #7: don’t abandon your strengths, and a quote stating "one of the scariest brand positioning mistakes a company can make– abandoning the position that got them where they are before they’ve established a credible new position." He follows this up by stating that you need to clearly establish your new brand position in your CUSTOMER's mind, not yours or the clients, before you completely abandon the old brand position.

What the hell is Brand Positioning?

"The specific niche in which the brand defines itself as occupying in the competitive environment." --WOM Pro

"As we have argued in our other revision notes on branding, it is the “added value” or augmented elements that determine a brand’s positioning in the market place. Positioning is how a product appears in relation to other products in the market" --Tutor2u

This term becomes really relevant when we start trying to write up your strategy and determine that "voice" I keep telling you that you need. Without all the big terminology, brand positioning is your reputation, how others perceive you and why they think they need to buy your product or service over Joey next door's similar product. What is your angle? This question is the beginning of writing your brand's story and is integral to connecting with your customer.

Photo Credit, Fairy Tale Story Book "King For a Day" by velo_city

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Thanks for reading!

--Desarae A. Veit
Agency Couture