SelfBrand Strategy IV. The Identifier

Charles Schwab

The Identifier
Charles Schwab

The most common positioning strategy for brands is to own an attribute. You identify a strength or characteristic of your brand that has a clear benefit and sets you apart from others. Mercedes-Benz's brand strategy is built around prestige, BMW's is driving performance, Subaru's is ruggedness, and Volvo's is safety. When the identifier or attribute strategy works well, your attribute or word is wedded to the brand like the connection between Volvo and safety.

To implement this strategy, you should select the brand attribute that is credible for you to own and gives you maximum opportunity in your category. For example, Charles Schwab identified an important attribute in the investing category, discount trading. It was an attribute that no one else owned at the time and it attracted people who didn't want to pay high brokerage fees.

The Identifier Personality

Volvo

Identifier Brand

Identifiers "identify" the best attribute that "clicks" with the needs of others. You are highly self-monitored and you have the ability to read social cues and alter your behavior and pitch in order to try to "fit in" to a specific social or professional situation. You are able to present yourself in socially and professionally desirable ways and adapt to new situations more effectively than others. The key ingredient of the Identifier or Attribute mindset is focus, unrelenting focus on your attribute as your value proposition professionally.

Most of the time you:

  • Are very focused
  • Take advantage of innate strengths

But sometimes you:

  • Can be too immersed in tasks
  • Argue for ideas you don't believe in

Generally people see you as:

  • Fitting in with the crowd or team
  • Knowing how to click with others
  • Sociable

But you can:

  • Too fake or inauthentic
  • Mimic others so they like you
  • Be lacking in emotion

How to Execute the Identifier Strategy

See You Are a Brand, p. 58 - 60 for ideas, examples and exercises on how to execute the identifier strategy. You must be able to fill in the blank in the statement:

Identifier, or Attribute Positioning: You are known for __________ (list attribute or strength).

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