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Brand Positioning Framework

How to align your brand values to customer needs
Om Suthar

How to align your brand with customer needs

The Brand Commitment Framework is from
Marty Neumeier
⁠
's book
The Brand Flip
⁠
.
This is a really great book if you want to understand how to build a meaningful brand today and how it's different from the old marketing days. Though a marketing standpoint, it does a solid job of reinforcing a problem + customer focus rather than a product+solution focus. This framework will allow your brand to reflect the values of your users and build a meaningful relationship with them in an authentic way.
Here's an example of how I applied the framework for my startup,
Personify
⁠
.
Brand Commitment Framework
Motives
Customer
Company
Drivers
1
Who they are
Identity
Purpose
Why we exist
2
Who they are
Design leaders focused on growing their organization's UX maturity.
Make the organizational memory of user-centered information more accessible, collaborative and actionable.
Why we exist
3
What they want
Aims
Onlyness
What we offer
4
What they want
Grow the team's investment in user research. Shift to a more user-centric focus to product development. Better understanding of our user needs and problems.
The only way to make your user research accessible and actionable for your whole team.
What we offer
5
How they belong
Mores
Values
How we behave
6
How they belong
Tribal in the adoption of tools and frameworks. Feel like they are 'fighting' for the users. Believe the user experience should be the guiding light.
Evangelize a problem / customer focus Make it approachable for everyone. Play well with existing ecosystem of tools.
How we behave
There are no rows in this table
⁠


Customer side (IAM)


Identity

Who they are
How to use this:
Use your user persona to guide who they are. This is informed from user research and insights captured directly from your users.
My example:
Design leaders focused on growing their organization's UX maturity.

Aims

What they want
How to use this:
List out the jobs your users are trying to get done. Another way to think about this is their core needs. What needs to happen, in order for them to reach their desired outcome or goal. Note*- this is not a task or anything related to a product or feature.
My example:
Grow the team's investment into user research.
Shift to a more user-centric focus to product development.
A better understanding of user's problems and core needs.

Mores

How they belong
How to use this:
List out the attitudinal and behavioral key attributes of the user. How do they think or feel?
My example:
Tribal in the adoption of tools and frameworks.
Feel like they are 'fighting' for the users.
Believe the user experience should be the guiding light.

Company side (POV)


Purpose

Why we exist
How to use this:
The purpose of any company or brand is to serve the unmet needs of a set of customers. Describe the value you provide your customers.
My example:
Make the organizational memory of user-centered information more accessible, collaborative and actionable.

Onlyness

What we offer
How to use this:
"Our brand is the only ______ that _______." In the first blank put your product category and in the second write your key differentiator. Compress this statement into a simple sentence that will help you articulate positioning.
My example:
Our brand is the only way to make your user research accessible and actionable for your whole team.

Values

How we behave
How to use this:
The values of your company should closely align with how your users belong. Turn your processes into values.
My example:
Evangelize a problem / customer focus.
Make it approachable for everyone.
Play well with existing ecosystem of tools.
⁠
Created for you by @Om Suthar, co-founder of
Personify
⁠
⁠
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