Jamie Viggiano
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Jamie Viggiano is the chief marketing officer at Fuel Capital, an early-stage venture capital firm investing in consumer, SaaS and infrastructure businesses.
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Create target customer personas to develop successful growth strategies
Start building your brand book with a visioning workshop
It’s human nature to reflexively categorize and sort the information we encounter in our daily lives. To influence the way prospective customers understand your brand, you must present it in a way that helps them decide how to think about your brand.
This process is called positioning, and it’s the single most important (and least understood) component of your brand book. Positioning is the message that’s received, not the one that’s delivered. It’s not simply what you say, it’s how that information is arranged in a customer’s mind. Essentially, where does it land? What space does it ultimately wind up occupying?
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Positioning is about, well, taking a position. It’s a stake you plant in the minds of your prospective customers about what your brand can uniquely claim and defend. A positioning statement is a crisp, comprehensive way to guide someone on how to think about your company.
It defines and frames your brand, making it the central organi …
