Branding strategy is an organization’s promise to its marketplace, a promise which includes the actual product as well as how that product is delivered to the customer. A strong brand leads to a visible, creditable, and profitable business.
Consumer awareness—how a brand is perceived within its marketplace—is crucial to branding strategy. Building consumer awareness helps the [...]

When it comes to branding, often the message and the delivery get confused. The message is singular—the brand’s unique selling proposition. In other words, what the brand has to offer its marketplace and how it differs from the competition. The delivery is multi-fold. A combination of where, when, why and to whom the message is [...]

The unique selling proposition is the one overwhelming attribute of your product or service that makes it stand out from the competition. It’s the feature for which you are known in your market space. What if you could take your unique selling proposition to the next level and become the star of your marketplace? Make [...]

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 [...]