Your company brand is the lifeblood of the business: It is a statement of your company's personality and a declaration of company values. With the right positioning strategy, branding creates an ...

Brands drive interest, action, trust and sales. Well-positioned brands can encourage behavior. Great brands establish a personality and a reason for being, and they stay true to that reason. A brand ...

Storytelling is at the heart of every successful brand. Whether it's Nike empowering athletes or Dove celebrating self-acceptance, brands thrive when they tap into universal human narratives. These ...

A really important part of crafting your brand's positioning is to understand the functional benefits that you offer as a product or service. What do you “do” for your customers? It’s the “that” in ...

Does your organization need branding, positioning or both? While there’s plenty of overlap, and the terms are often used interchangeably, I believe branding is more focused on emotion, visual identity ...

Value propositions and positioning statements are part of marketing strategies designed to differentiate companies from their competitors. A company's value proposition describes the benefits of its ...

Every brand wants to be top of mind with potential customers. But this takes more than a catchy slogan or a sleek logo, especially when you're forging relationships with B2B clients. You need to ...

Opinions expressed by Entrepreneur contributors are their own. “Positioning” is a term that gets thrown around a lot but can often be confused with other marketing activities.”Very few startups have a ...

When my article, ‘How to build a great brand’ was published recently, I received an email from an unlikeliest source. It came from Al Ries – one of the world’s best known marketing strategists – all ...

It's easy to just go through the motions of a brand-positioning project and come out with an average, nondistinctive outcome everyone can feel good about. But why settle for less than great? I've had ...

As search engines become more AI-driven with Overviews and the rise of large language models (LLMs), organic search is still one of the most significant brand touchpoints. Whether through Google ...