For: <Target customer profile> That: <Brand promise> Because: <Reasons to believe> Once you’ve completed the template above, smooth out the elements and language until you have a statement that ...

In this series of articles, we’ve been building a classic brand-positioning template that has been around in various forms for decades. Sometimes old school is still the way to go. Related ...

Every entrepreneur thinks that they have the next big idea and that if only consumers or businesses were exposed to it, it would become a rockstar business overnight. In truth, this is not always ...

When developing your brand positioning statement, I recommend following a useful model that was developed in the packaged goods industry. This model includes three steps: 1.

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In building or evolving a brand’s position, there are a few key steps that simply can’t be skipped or circumnavigated without significant repercussions.

A brand positioning statement is a comprehensive declaration that communicates your brand’s unique value to your customers. Before drafting a positioning statement, some of the ...

How important is a well-crafted position statement in today's B2B marketplace? Done correctly, it could be the key to defining who you are—and what differentiates your brand from the competition.

In this series of articles, we’ve been building a classic brand-positioning template that has been around in various forms for decades. Sometimes old school is still the way to go. Related ...