BRAND POSITIONING

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YOUR BRAND IS THE HEART OF YOUR BUSINESS. TREAT IT WELL AND IT WILL KEEP YOU RUNNING A LONG, LONG TIME.

Based on information gathered in the Brand Charrette, our second step is Brand Positioning. We look at your current Brand — the Brand Reality — and through a deliberate and carefully guided process, we determine where it ought to be in the future — the Brand Ideal. Properly positioning the Brand helps us focus on what we should communicate to the customer to set you apart from the competition. The resulting Brand Positioning forms the foundation of how we want people to think of your Brand and guides all future communication. Included in this step is the development of a strategic work plan that keeps everyone on track. It's like a training program to help your Brand get ready for a marathon of success.

Constantly digging deeper into the core of your Brand, we provide and analysis of your competition and target audience, and then dive into the specific objectives and strategies that will enable your Brand to stand out in a crowded market. Nothing is off limits — multiple views and perspectives are explored as we treat your Brand more like a person than a place or thing. What personality traits does your Brand own? How will people relate to it? The ultimate payoff to this process is manifested in a phrased tagline or positioning statement that succinctly captures the flavor of your Brand in just a few words. We call it the "short hand" for how to think of your Brand.

"A strong heart can increase its pace fourfold in a matter of seconds when needed. A strong Brand can do even more to keep pace with your growth.