Chapter 3
Positioning and Defining Your Brand
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, ...
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