Pole Positioning Your Brand

Central to your branding strategy, positioning is all about how you are able to differentiate your brand from other similar products and services, and how your brand is perceived in the minds of your audience. Thus, it’s the ultimate sales and marketing tool. I like to think of it as that crucial gear, component or drive-shaft transmitting torque in the engine accelerating you well ahead. Of course, gaining this type of leverage is not something that happens accidentally or by chance, but rather it requires steering the process with much focus and intent.

So invest the time and create your brand messages. Make sure they are well-crafted, vigorously-implemented and consistently-reflected in all your communications. Doing this will keep you ahead of the race with a more competitive edge and better traction around the customer conversion turns.

To lock in the importance of why brand positioning really matters, imagine what...

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