Who are you? The importance of role definition in brand building

Although English rockers The Who penned “Who Are You” more than three decades ago, the question at its core has never been more important in brand building. As brand consultants, we often champion the importance of communicating an organization’s promise to its customers—in other words, what do you stand for, how are you different and why should your customers care. While critical to ask and answer these questions, it’s equally important to define the role of an organization in delivering on this promise.That’s because while a promise can create context for your customers, role definition is what creates relationships with your customers.