7 days to a stronger brand

Learn why a memorable brand can help you build business and follow our 7-day, step-by-step plan to get your own branding going in the right direction.

How to Write About the Benefits of Your Product or Service

Branding Compass will help you write your Unique Value Proposition As you work through your Branding Compass workbook, you will be asked to write one succinct benefits statement. It’s important to understand that this is not a complete sentence but a phrase that will go into a longer statement. We will use it to create…  Continue reading »

How to Use Branding Compass

What to expect with Branding Compass Here’s how Branding Compass works: You’ll start with our online workbook. Branding Compass asks you the same sorts of questions that a brand consultant would ask you. We’ve made it as easy as possible for you—you’ll use pick lists, drag-and-drop rankings and short answers to quickly identify what makes…  Continue reading »

Define Your Ideal Customer: Demographic and Psychographic Segmentation

The more you can define your ideal customer, the easier it is to attract your ideal customer. Why narrow your ideal customer base? It feels counter-intuitive, but the more you focused you are, the greater your chance of business success. It can feel scary to limit our pool of prospects, but the problem is that…  Continue reading »

13 Definitions of Brand and Branding

One of the reasons that learning about branding is so confusing is because people use the words “brand” and “branding” to mean so many different things. Below I’ve listed 13 different definitions of either brand or branding and I think they are all valid definitions. I sincerely believe the best way to learn about anything…  Continue reading »

What’s the difference between branding and marketing?

Branding and marketing are related but distinct processes. Let’s start with two definitions. Branding vs. Marketing Marketing is about creating a demand for your product or service. Marketing builds people’s interest in buying and encourages people to take action and buy. Branding is the image of your company. Some of your brand is created by…  Continue reading »

The Connection Between Pricing and Branding

Pricing your products and services can be one of the most challenging aspects of running a business. Price too low and you may leave money on the table, or eventually put yourself out of business. Price too high and you fear that you will lose customers. Most business owners think of pricing as it relates…  Continue reading »

Who are your competitors? Aspirational vs Realistic Competitors

When you launch a business, it’s a good idea to study who your competitors will be. You’ll want to make sure you differentiate yourself in the type of products or services you sell, the way you sell them, and how you brand your business. If there is no clear difference, customers will generally choose the…  Continue reading »

Startup Branding Strategy

Developing your startup branding strategy is something that will happen whether you work on it intentionally, or you just let it happen. It is far better to create a brand strategically and proactively rather than proceeding without a plan. Choose your startup name carefully Nothing is more critical to your startup brand than your name.…  Continue reading »

Brand Positioning: Be Your Category and Market Leader

If you’re a new business, it’s hard to imagine yourself as the market leader. This is especially true of people starting businesses in well-known, traditional fields such as restaurants, accountants, fitness coaches, and the list goes on. While some startups are launching completely new products or services, most people are starting new businesses in well-understood, mature sectors.…  Continue reading »

Why You Need a Unique Value Proposition (UVP)

A Unique Value Proposition is a is a clear statement that describes the benefit of what you offer and how it helps your ideal customer. A Unique Value Proposition (UVP) can also be called a Unique Selling Proposition (USP) or a Customer Value Proposition (CVP). In some complicated markets, these three statements may vary slightly,…  Continue reading »

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