A Branding Key: Understanding your strengths

I was recently turned on to book that helps the reader define their strengths. Strengths Finder 2.0 is a book and accompanying online assessment that was developed out of a 40-year Gallup study of human strengths. The reader takes a 30 minute test and is presented with their top 5 strengths, descriptions of the strengths and an action planning guide to build on them. The test is nothing like a traditional IQ test so there is no need to study. It’s simply about preferences.

I point to this book, not because of the tremendous personal value that comes from being able to articulate and understand your strengths, but because of its relevance to branding. When branding a product or an organization, this is essentially where we start. We need to discover our company’s/product’s strengths. Not just what we say they are, but what our existing customers believe them to be. Once we know our strengths (and we would be lucky to have as many as five) we have a branding foundation. These strengths are our brand characteristics that, hopefully, set us apart. Our strengths lead directly to defining our position and creating a brand promise that the company/product will always strive to live up to.

So, are you developing your brand from a foundation of core strengths?

Oh, and in case you are wondering, my top five strengths are:


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