SUCCESSFUL BRAND REFRAMING
Clarity is everything in brand reframing. Without it, organizations create misalignment, not transformation.
What I’ve Learned
Over the years, having served on a host of different marketing, communications, and brand development teams, in the for-profit and non-profit arena, I’ve seen clarity push brands to new levels. Driving encouraging results and growing customer fan bases.
Why this success?
Clarity creates alignment, eliminates guesswork, and enables decisive action. It transforms uncertainty into competitive advantage by providing:
· Focused decision-making where every choice advances the core mission
· Stakeholder confidence because everyone understands the “why” and even the “why not” behind change
· Resource efficiency by eliminating wasteful activities that don’t serve the brand
· Market differentiation through authentic, consistent positioning
BRAND STRATEGY FRAMEWORK – KEY CLARITY AREAS
Value Proposition Clarity
· What specific problem are you solving that competitors don’t?
· What measurable outcomes do you deliver?
Audience Clarity
· Who is your primary customer, specifically?
· How do they make purchasing decisions?
Brand Promise Clarity
· What experience do you guarantee consistently?
· How do you want to be remembered?
Differentiation Clarity
· What makes you genuinely unique?
· What’s your core sustainable competitive advantage?
Brand Clarity Example: Nike’s “Why Do It?”
I chose Nike as an example of demonstrating brand clarity here because, for years, I’ve been a big fan of their products. Starting during my early tennis playing days in my teens.
With the introduction of their September 2025 campaign, the focus is on how CLARITY influences strong positioning. After nearly four decades of “Just Do It,” Nike reintroduced the iconic shoutout to a new generation with “Why Do It?”
CLARITY:
· Reframed success as a choice, encouraging young athletes to create their own next chapter
· Positioned greatness as a choice, not an outcome, putting “Just Do It” into today’s generation’s hands
· Featured Tyler, the Creator as narrator, changing Nike’s iconic tagline to connect with Gen Z’s mindset
Result (Time will Tell): Many leery onlookers questioned this…. saying “if it’s not broken, why fix it?” Nike’s clarity created precise generational targeting while maintaining their performance heritage exactly as desired.
As I’ve often said, ‘EVEN IF IT’S NOT BROKEN, THERE’S LIKELY STILL IMPROVEMENTS TO BE MADE.’ Most anything, simply, can be done better.
The CLARITY Test
Complete these in 10 words or fewer:
· “We help [audience] achieve [outcome] by [method]”
· “Unlike competitors, we [differentiator]”
· “Customers choose us because [reason]”
If you can’t complete these clearly, your brand reframing will fail.
CLARITY isn’t helpful—it’s the prerequisite that makes everything else possible.
