Identity Design
Are you in full-on startup mode? Maybe a little overwhelmed by everything you need to do to before your company greets the world? Is “company branding” one item on your checklist that you aren’t sure how to tackle? We feel you. And we have a good sense for the
Positioning
This is the final post in a series designed to help startups and people in the technology industry learn to position their brands more effectively. In this post, we’ll cover the brand mantra—where positioning all comes together. For a quick refresher, check out the previous posts about how
Positioning
This is the fourth in a series of blog posts designed to help people in the technology industry learn to position their brands more effectively. In this post, we’ll cover the jujutsu moves of brand positioning: Points of Parity. Before diving in to points of parity, you’ll want
Strategy
This is the second in a series of blog posts designed to help people in the technology industry learn to position their brands more effectively. In this post, we’ll cover another critical concept you must master in order to effectively position your technology brand: Points of Difference. What are
Strategy
Brand positioning is a simple art that the most successful technology brands in the world have down cold. And where great technology may sell itself, well-positioned and branded technology can sell itself a hell of a lot better. That’s what gave me inspiration for this series of posts, designed
Positioning
Where Does your Brand Compete? It seems like a simple question, and it can be. If you run a furniture store, you probably compete with other furniture stores. If you run a tattoo parlor, you are up against other tattoo parlors vying to attract the same customers as you. Great
Strategy
Once you and your positioning team have determined what the positioning for your brand should be and identified the points of difference, points of parity, and maybe even a brand mantra, consider checking your work with the following approach I learned from branding expert Kevin Keller. Write up your key