Vassili, Creative Director at WISHMAKERS, auteur/autrice sur The Sockle

We Do Quality Work Is Not a Positioning

If your brand positioning could belong to any of your competitors, it belongs to none of them.

If your team cannot answer these three questions consistently, you do not have a brand. You have a business that looks like one.

Ask a founder what their brand means in one word. Watch what happens. That reaction tells you everything.

The brands that refuse to acknowledge competition are usually the ones losing to it.

Most brand positioning fails for the same reason. Here is what it is, and what to do instead.

A manifesto is not a mission statement. It is not a tagline. Most brands have no idea what it actually is.

It is not price. It is not minimum order quantity. Here is what actually makes a boutique owner say yes.

The brief is not the designer’s problem. It is yours. Here is how to solve it before the project starts.

Your real values are not the ones on your website. They are the ones that survive the moment when keeping them costs you something.

You hired a designer before you knew who you were. Here is why that always ends badly.