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 ...

Posted: September 26, 2025 | Last updated: September 26, 2025 How do firms develop a good brand name? They use these basic branding positioning principles to make sure their brand can be a sustainable ...

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 ...

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 ...

The more you understand about how others perceive your company, the more knowledge you have to improve your company’s future. Too many business owners think all they have to do is work hard and ...

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 ...

Brands want to keep consumers around — and consumers want to know that brands have their best interest at heart. But fostering this relationship has proven to be all about creating valuable ...

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 you launch a brand, you are introducing an image, presenting a value proposition and communicating how your products are different. Your brand launch strategy has to address these functions and ...

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 ...