Take Your Brand Position

What is a brand if it is not in its rightful place?

Pride vs Position

The first step when it comes to stepping into your position is to dispel false thoughts. Such bogus judgements often come from within – what you deem others may be thinking about you or what you may believe your limitations are. These thoughts may range from your inner voice telling you that you’re not good enough to claiming your rightful position is in fact prideful (false or otherwise). So we may make the common mistake of thinking that our rise to position is somewhat impaired or limited by the world outside us. The reality of the matter is the actual challenge most often lies within. Face the inner demon! In similar reflection, when it relates to Country Branding, our homeland constraints tend to obscure our vision and hamper us; when in reality the whole world is our playing field! If we can move past such petty distractions and remove the false veil of blind pride and instead focus on the bigger picture; for instance the pressing matters at hand which require our urgent, undivided attention, then coming into position is no longer an option – it becomes a necessity, and in certain instances, compulsory. In short, your brand must take its rightful position. So be bold and rise up to claim it!

“The reality of the matter is our real challenge lies within.”

FIND YOUR BRAND’S PURPOSE

Position Equals Purpose
The next step is to view position as you would purpose. In truth, it is position that gives purpose to a brand; and in that purpose a higher position is born. Unless and until you embrace that position, you will never know what your true purpose is; nor will you be able to fathom the full extent of said purpose. A brand is set to discover its purpose through position. For coming into position will open up new dimensions – new horizons. When a brand is placed in its rightful place, it does what it is ordained, purposed or even destined to do. It’s just like our bodily organs – each part has its own function and we will not even know it is doing its work unless something goes wrong, for instance an organ failure. But don’t wait for t to come to that. In the arena of Country Branding, placing your country, the ultimate brand, aptly in the global jigsaw is a wise thing to do. If the nation has a dream, a vision, or a mission – do everything in your power to make it a global dream, a global vision, a and global mission!

“In truth, it is position that gives purpose to a brand; and in that purpose
a higher position is born.”

MULTIPLY YOUR BRAND

The Rightful Position Enables Replication on a Larger Scale
It is vital to ask yourself this when it comes to brand positioning: Why is it important for a brand to take its position? The answer is simple: To make a difference. When a brand chooses to be seen, perhaps as a role model or leader, what it is actually doing is putting itself out there for everyone to appreciate and emulate. The brand inadvertently evolves from a singular entity that was only concerned about its own survival at one time to one that is reborn a pacesetter, trendsetter and even market leader. In the national context, when a country raises itself as a leader in a particular area, field or dimension, it will become a hub or go-to place for other nations of the world. Such a country will become a reference point, a case study, an authority in the field, and ultimately go down in the history books for all the good and positive things that other lands and leaders of nations can emulate. What was once the driving force of one individual country can become the mantra of the world. This is replication at its best. So step into that rightful position and become more than an individual, more than a brand, more than a nation – become the world itself!

“What was once the driving force of one individual country can become the mantra of the world.
This is replication at its best.”

PRESERVE YOUR BRAND’S VISION

Loss of Position Can Amount to Loss of Vision
What happens if you choose to deny your brand its rightful position? The same thing that happens when a branch is disconnected from the trunk and roots of a tree – it will wither away and die. New offshoots will take its place, bearing flowers and fruits in its place – flowers and fruits actually meant for the original branch to bear! A brand that does not claim its rightful position will eventually lose its voice – in essence, its right to be heard. It can no longer impact the world. It can no longer bring change for the better. It can no longer spread its sound mission and time-tested vision. Only when the branch is connected to the tree will it have the capacity to effect change on a significant level; in the same manner a piece of coal must be connected to a fire to burn – for it will surely turn amber and give up its light when removed from the fireplace. If your brand is meant to be a definer in its province, place it there. If the nation is meant to be the captain of a certain field, we must make sure it is polished and poised to perform excellently in said domain. Do not let the brand values you cherish so dearly fade away like a lonely song in the night. Do not permit your brand mission become an omission. Do not allow your brand vision be taken from you due to your lack of vision… For a brand without a vision is akin to one that is blind. Instead, use your inner optics to envision your brand position, and let it embrace its rightful place in the legendary chronicles of Country Branding!

RESOUNDING LESSON

“A brand that does not claim its rightful position will eventually lose its voice –
in essence, its right to be heard.”

BE A FAIR BRAND

The Right Way of Maintaining Your Position
As such, once you recognize the need to take your position and acquire it – placing yourself, your brand or your nation is in rightful position, you have to secure your place there properly. It is not a nest to take for granted and snugly roost in, for even if it were a nest, chicks ultimately have to fly away. The best way to remain securely in position is by doing what you were meant to do – and doing it to the very fullest! As your brand grows into the completeness of its position, it will make a difference, play a pivotal role in shaping the course of history, etch its mark, pave the way, leave a legacy, become timeless, and create new categories of greatness for other brands to imitate, copy and emulate. As the country’s brand image, name and pull grows in the international sphere, the nation can command the respect of the world and siphon new dimensions of prominence into the realm for the greater good of everyone. It is at that point that a new position will be created, one of sublime eminence, into which the brand – Brand Malaysia – can majestically ascend.

RESOUNDING LESSON

“The best way to remain securely in position is by doing what you were meant to do –
and doing it to the very fullest!”

I believe taking your position alone doesn’t make you great;
but being great at your position makes you great.

Dr. KKJohan
A man with a mission, he is the Founding President of The BrandLaureate. The visage of the world’s only branding foundation, he built The BrandLaureate Awards from nothing into the most prestigious and coveted branding awards.




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