Brand House / Brand Premise
Only when you have a clear idea of who you are and who you are not you would be able to reflect it to the outside world.
Brand positioning – described usually as a brand house – is the most crucial document in the life of a brand. To control your brand`s narrative, meaning the stories your brand needs to tell, the activities it should choose to pursue or not pursue, and the objectives it should carve for itself, your brand needs to have a very clear idea about its positioning. A well-crafted brand positioning reveals where your brand stands in the marketplace amongst its competition, how it ideally should be perceived by its audience, and what should be allowed or not in terms of the narrative.
Very successful brands usually have a very clear idea about their brand positioning. Brands that are not usually don`t. They risk coming across as not consistent in their narratives.
If you want to create a brand with a strong brand premise, and a strong meaning, you need to have a very clear idea about your brand`s positioning.