The+Brand+and+the+Positioning+Statement.

=The Brand: A name, term, symbol, design or combination thereof... For the clear purpose of identification. The image of your business that you are presenting to the world. It's your expression of what you are, what you offer the world. It's your place of differentiation that gives your business an edge to help form itself.= = = =Branding is a very particular action of advertising and a whole arm of marketing that has much written upon it. I will endeavour to add to this descriptions of the process, the action, "good branding" and "bad branding" ... This whole section of advertising is about communication, how well you are communicating what it is that you do, what you offer, where you fit in the broader scheme of business, what Category Need you fulfill.= = = =Good Branding is consistent! It is whole and across the board. We all know EXACTLY what you do, what you offer, WHO you are. You are using your chosen colours, your specific font, your identified "voice" (if your languaging in your advertisements is formal, STAY formal.)= = = =Bad Branding is inconsistent, the opposite of all of the above. It is difficult to get a good grip on your image or what it is that you are about as a business. Just as when people present to us as inconsistent, we don't tend to trust them.= = =

=The positioning Statement...= = = =The definition of who you are and what you do.... The place of differentiation and why you are better than the competition.= = = =There are two places that this statement creates, the position IN the consumers mind, and the position AGAINST the competition.= = = =Think two car repair places in town. One advertises as: "cheap, but good." The other advertises as: "quality all the way, because you get what you pay for." Being a small town, they are both up against the 'word of mouth' litmus test to their advertising... (which goes without saying, ONLY EVER ADVERTISE THE TRUTH) but both will have a "mind position" in the town and will be treated accordingly.=