It’s human nature to reflexively categorize and sort the information we encounter in our daily lives. To influence the way prospective customers understand your brand, you must present it in a way ...

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions. A clear brand positioning statement can ...

Nick Kraus is the CEO & Founder of Kraus Marketing, an agency that delivers high-end digital marketing. Learn more: krausmarketing.com. Brand positioning is the process of differentiating your brand ...

When companies position their products or services, they are trying to create associations in the minds of their prospective customers. They typically initiate the positioning process by coming up ...

You might hear people talk about the need for you to establish your personal brand, or you need to create a brand for your firm. You might also hear some of us talk about the need to position yourself ...

When it comes to building a strong brand, a tagline or logo alone won't do the job. You have to think about how you're going to be seen by customers and what will make you different from other ...

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 ...

A clear value proposition simplifies why customers should choose you. Tailor UVPs for brands, products or features to resonate effectively. Highlight unique benefits that solve customer problems ...