In addition to the above, the vision also includes intangible elements, providing an answer to the question. How does the organization go about “delivering a solution to the problem”? This is where culture, values and company personality comes into play. These are generally more challenging to understand, as they are often only experienced by clients during or after a service interaction.

Customers who interact with the organization, then forms an overall perception of value for the company services, interaction and relationship, in relation to other similar solutions or substitutes?

To understand the perception of value, the brand attributes, strengths and weaknesses must be measured. Since attributes can be perceived or real, and all are not equal, the relative importance of these also needs to be understood. Typically there are basic ones that are required to play in a particular industry, and then the ones that drive value. In addition, brand attributes often need to be categorized into, for example, company level, service level, category level, industry segment level, etc. The job of brand tracking is to closely monitor attributes, providing facts, data and support for the organization in strategic marketing (segmenting, targeting, positioning) and all its marketing communication (both internally and externally).

 The summary of all this is a brand system including:

• Brand Essence, Promise, Personality (culture) and Association
• A Message Architecture with Messages, Supporting Messages (or proof points)
• Communication guidelines (including social media)
• Visual Brand Identity guidelines (both print and online)
• Basic Attributes and Value Driver Attributes, grouped into some higher level categories such as the company, service, etc.
• Measurements and tracking of Familiarity, Consideration, Mindshare and the Net Promoter Score

All You Need to Confidently Design, Test, Measure and Monitor. For more than sixty years, engineers have turned to ”the company”  for test, measurement and monitoring instrumentation to solve design challenges, improve productivity and dramatically reduce time to market. You can always count on us to give you the domain expertise, innovation, performance, practical advice and quality you need.

That’s 396 characters including spaces. Takes 30 seconds to read. Good for web, highest level value proposition. Let’s analyze:

All you need = we provide you with everything you need, hardware, software, service, support, people etc.

Confidently = many company do the same, but in our results you can trust, why?

More than 60 years = evidence, reassurance, testimonial, don’t just listen to us, look at your peers

Solve design challenges = what the company does

Increased productivity and reduced time to market = the value proposition (not unique)

You can always count on us = yes we are a company, but more importantly we are people, not a pile of bricks

Domain expertise, innovation, performance, practical advise and quality = the highest scoring differentiated brand attributes

Practical advise = we are people, who are here to help you out

As you can see from the above, every single word means something, either explicitly or implicitly, and every word chosen is done so for a very particular reason.