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
Positioning
You hopefully feel good about all of the points of difference that make your brand stand out. But while you’ve been busy thinking about how to make your brand stand out from your competition, your competitors are also busy developing points of difference that make them stand out from
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
Strategy
One of our branding heros is Dr. Kevin Keller, author of Strategic Brand Management (the classic textbook on building brands) and professor of marketing at the Tuck School of Business at Dartmouth. His work inspired many of the brand positioning tips we use every day to help our clients build