Look at your positioning statement. If you can’t find it or don’t have one, call me. Call your local brand marketer. Call a friend. Call ANYONE who can help. Because without a positioning statement, you’re driving your company’s car blind and will almost certainly crash. Without a positioning statement there’s nothing to keep your team on track, nothing to ensure your brand has a consistent voice and nothing to bring you back online when your train runs off the tracks (and it will).
If you don’t have a positioning statement, take the appropriate steps to develop one and do it now. Your brand depends on it.