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IN THIS CHAPTER

Exploring brand positioning strategies

Differentiating your brand to highlight its unique attributes

Composing a brand positioning statement

Clarifying your brand’s identity for yourself and others

Coming up with a catchy, descriptive brand name

When you get to the point of thinking about building and launching a brand, you usually have a brand in mind, but the concept may still be a little (or very) fuzzy. You may have a clear vision of the business, product, or service you’re bringing into the world, but you’ve given little thought to how your brand will compete with everything else that’s vying for people’s attention … and money.

What is your brand about? What’s its essence? How is it different from and better than what people can already get? What do you want your branding efforts to inspire people to do (buy your product, hire you, join your cause, or spend their vacations in your state)?

To answer these questions, you must position, define, and name your brand. Clarify your brand concept in your own mind so that you can clarify it in the minds of others. In this chapter, I explain how to do just that.