The Brand Story

THE PLATFORM

ESTABLISHING YOUR BRAND AND POSITIONING

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If you have been in business circles long enough or have read some books on starting a business, you have no doubt come across the terms “brand” and “positioning.” These are important bridge concepts between your company’s core identity and your ability to communicate with your audience in the marketplace. But even if you have heard these terms, you may not know exactly what they mean. So let’s begin with a couple of brief definitions:

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