Speaking to your customers and potential customers in a language they can understand is a fundamental but sometimes overlooked marketing principal. Many organizations suffer from internally-focused marketing—using the same language they use in-house to reach out to customers and potential customers that have little to no knowledge of the business. Are you communicating with your [...]

Most companies would begin to build their brand with a visual identity. But how successful can a visual brand be without a strong foundation? The unique selling proposition (USP) is the foothold of that foundation—the place where all brands begin.
Your USP defines your competitive advantage. It is the one thing that makes your product or [...]

Mission and positioning statements are two very different ways to identify your organization. Though both mission and positioning statements can be very powerful, too often the roles of these two statements are confused and fail to reach their fullest potential.
A mission statement outlines what your organization hopes to achieve and how you hope to achieve [...]