Branding: It’s More Than Just a Logo

6. & 7. Primary and secondary message. How do you move your brand forward into the world? Take the core concepts developed in steps one through five and build your brand message.

8. Positioning statement. Place yourself in the public’s consciousness relative to the rest of the world. Answer these questions: Why should anyone give their time and money to us rather than other organizations? Why should anyone use our services rather than the services of another organization? Think about these questions in relation to your competition. The positioning statement should tell why you’re different; why no one else does what you do.