You need to be able to know your 7 words (to say a number) that makes the difference between you and other companies.
Clarity and differentiation to know in what you are different from the others.
You need to take the number 1 position (no seconds or thirds) in order to charge what you have to charge, your full price. And It will worth it because you have to be the number 1 on doing what you do.
Brand is about how people FEEL. A brand is not the same as the mark. Branding is not marketing.
You need to be able to know exactly what are you branding. If it's your name, your product or your service.
To build a manifesto... to know what type of things and believes is what we stand for.
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