The single most important ingredient to an effective communications program is to define the overall positioning. One that is tightly linked to the overall business vision and strategy. This positioning must clearly identify a ‘difference’ between your company and every other company. Differentiated positioning is what makes investors and all other audiences take notice. Some people like to think of this as “Branding”…it is NOT Branding! Positioning comes first, it is what you place in the public domain about your company. It is the ‘who you are’ not the ‘what you do’. Brand is created when the market recognizes, accepts and validates that positioning.
