Positioning Your Brand
What does success look like, for you? This section of the site shares examples of powerful brand positioning and helps you define your own success. Knowing what you want to achieve is half the battle!
When challenging a market leader sometimes the battle can seem hopeless: they’re bigger, they’ve got more resources, there seems little that you can do.
One answer is to focus on competitive positioning and turn your competitor's strength against them.
One key to success is to ensure that you understand your brand essence. It sounds simple, but brand essence takes many different forms and is found in different aspects of the brand. To illustrate the point, let’s look at some famous examples:
The Kodak name was first registered as a trademark in 1888, and remains one of the best 'invented' brand names. Here's how the name was constructed, and why it works so well.
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