Brand Strategy - Build a Brand People Believe In

Create distinctive brands that customers choose because they believe there's no substitute, using Marty Neumeier's Brand Gap and Zag frameworks

When to Use This Skill

• Building a new brand from scratch (startup, product, service)
• Repositioning an existing brand that's become commoditized
• Defining brand differentiation when competitors all look the same
• Creating brand guidelines for consistent execution
• Evaluating brand strength through structured testing
• Planning brand architecture for multi-product companies
• Developing brand names and taglines
• Aligning brand strategy with business strategy to close the "brand gap"

Methodology Foundation