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Instead of being seen as another apple in a barrel of apples, be unique. Be you. When a brand is well positioned, audiences understand and recognize what it stands for, where it fits and why it's the best choice.

It's not just a logo, it's a brand identity system.

Visual elements in the brand identity —fonts, colors, logo or mark—work together to create an impression, a sense of your brand's personality, to visually define the brand. Over time they establish the direction and create a recognized style to communicate your brand's positioning.

Consistency carries the visual system from ads to online presentation, from mailers to signing, vehicle graphics to social media.

It's not a tagline, it's a brand promise.

Your core statements of value, your promise to the buyer or end customer, are essential components of
, also critical to brand positioning. Your messaging hierarchy is the baseline for all communications; the statement of what your company, product or service stand for; what's provided; what the customer/user can expect.

Brand positioning is verified and expressed by the brand identity design and messaging. These elements work together as the foundation for all marketing and as the visual and verbal brand.

Brand positioning guides all your marketing.

Positioning creates clarity. It separates you from others in your category. It gives your audiences a reason to choose you. It appeals to the right people. It expresses your purpose, your "reason to be."

Read more about messaging hierarchy and see examples here. For examples of brand identity work, see Sale Cost Footlocker Finishline Sale Online Marakesh Crochet Blouse Ivory Free People Sale Brand New Unisex ZIWO2ChoEX

Learn more about brand positioning on our blog:

Thinking

We start with positioning to define who you are, how you want to be perceived and what you want your audiences to know.

Positioning is an essential element of the branding process. Learn more about the stages of branding process here from audit to launch.

Define your position in your market with our updated positioning worksheet.

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To talk further about how a strong position can help you rise above the rest, give us a call toll-free at 866.363.4433. Or drop us an email.

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Patrice Altenhofen, President Cascade Employers Association

The work we have done with Creative Company to evaluate and reposition our organization and distill our messages from our audience’s point of view has been extremely valuable. ... Our staff loves our fresh approach, is focused on the future, and confidently reinforces the value we deliver to our members.

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Table of Contents

A few days ago when I was having a chat with my friend who is a Mobile App developer about WhatsApp. Suddenly the topic of question WhatsApp being acquired by Facebook for US$19.3 billion came up. One of the main questions that arose was “Why did Facebook pay such a huge amount to acquire WhatsApp?” when they could have easily developed a similar app with the help of their developer for quite a small amount. If you too come across similar questions in the past or future, the simple answer to this question is that Facebook paid this amount for the brand of WhatsApp and not the app. Now a major question arises What is branding and how it benefits the companies. Brand in the earlier days used to be the name, term, design, symbol, or other such distinctive feature that helps the customers distinguish the products and services. In the recent days, brand constitutes the promise you make to your customer and the experience that you provide them. It helps them to get an idea of what the customers can expect from your products and services and what differentiates your products and services from your competitors.

A brand is believed to be the intangible asset and yet the most valuable asset of the company. Every year millions of startups are set up every year that roughly constitutes to about 3-4 startups are set up every second. Now, you might be wondering what happens to these startups. Almost 90% of these startups fail, and a majority of those that survive are not able to create a brand name for themselves.

Having a strong brand identity is quite necessary to have a successful business. A strong brand identity helps the business in many ways. Here are some of the ways in which having a brand identity can help you in the long run.

Having a brand name helps influence the customers. Even the dedicated customers of your competitors on hearing the positive reviews of your products may tend towards your product and give it a try if you have a good brand name. In some of the cases, these act as replacement options to the original products. For example, Let’s consider that you are planning to have a sip of Coke and you cannot find one. If you are provided with two alternatives, i.e., Pepsi and an unknown product. A majority of the people will opt for Pepsi as it is quite a reputable brand and has created a name for itself. Even the users who have no information about the quality of Pepsi will opt for the same as they have an idea that these are quite similar.

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Sports Olympic Figure Skater Denis Ten
By Julia Pimentel

News + Pop Culture | @julia_rdsp

25-year-old Olympic figure skater Denis Ten, a bronze medalist at the 2014 Winter Olympics, was fatally stabbed during a car robbery in Almaty, Kazakhstan, Reuters reports.Ten was stabbed after getting into an argument with two still-unidentified men who were attempting to steal mirrors from his car; the skaterwas found unconscious on the street and was only brought to a hospital after a passerby called an ambulance. He died at the hospital as a result of his injures, per the .

The New York Times says Ten was born in Almaty, but spent a good portion of his early career training in California. Besides his Olympic bronze medal, he also won silver at the 2013 world figure skating championship. He competed at the Pyeongchang Olympics this year, but due to injuriesplaced 27th.

The International Skating Union confirmed the news and sent condolences to Denis’ family, friends, and fans through Twitter.“Denis Ten was a great athlete and a great ambassador for his sport. A warm personality and a charming man. Such a tragedy to lose him at such a young age,” InternationalOlympicCommittee president Thomas Bach said in a statement.

“Denis Ten was an incredible figure skater, the legend of our sport, our pride,” Kazakhstan’s minister of culture and sport, Arystanbek Mukhamediuly, told the BBC. “This is an unthinkable tragedy and irreparable loss.”

The ISU is deeply saddened by the news from media in Kazakhstan announcing the passing of Figure Skater Denis Ten. Our heartfelt condolences go out to Denis' family, friends and fans across the world. pic.twitter.com/1w7Isb9HJC

“Denis Ten was a great athlete and a great ambassador for his sport. A warm personality and a charming man. Such a tragedy to lose him at such a young age.” -IOC President Thomas Bach pic.twitter.com/YIZhBHy6Fi

Other prominent figure skaters, includingbronze Olympic medalist Adam Rippon and former training partner Mirai Nagasu , also took to Twitter to send condolences and express their grief.

My skating friend, @Tenis_Den , passed away today. He was so kind to everyone and a huge inspiration to me and so many other people. Murdered in the streets of Kazakhstan. Denis, thank you for showing us how to be a champion. Your time with us was way too short. Love you forever.

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