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Learn how to select impactful brand colors that embody your brand’s identity and ethos, step by step. Download our template procedure to hel

Brand positioning is far more than just a component of your marketing strategy—it's the foundational element that guides the entirety of a company’s growth, culture, and innovation strategy. Missteps in positioning can not only limit a company's potential but can represent a fundamental misunderstanding of its core identity, setting a trajectory that may hinder long-term success.

"Branding your entrepreneurial purpose"... This is everything branding is about, and you'll see why. It's not about the logo, and it's not about fancy corporate guidelines. I must say I had a lot of fun researching for this article and writing it, and I hope you'll enjoy reading it too. So let me tell you a story about two small-town burger joints that started on equal footing but took very different paths.

You see, both Lou's Burgers and Burger Den (don't bother Googling their names, ...

As a business owner or executive, you may have often wondered why branding costs so much. But what if we told you that professional branding is not an expense, but a long-term investment with measurable financial benefits?

Because spoiler alert, compared to the value it brings, branding is not expensive. Am I saying it in my own interest? Actually not, I'm saying it in your interest. Because nothing you can ever do will have more overall impact on your business than branding.

As a seasoned brand strategist and designer with over two decades of experience, I'm no stranger to the ever-changing world of content creation. And with the rise of AI language models, it has become more important than ever to develop a unique and specific Brand Persona before trying to generate content. Let me make this crystal clear: if you don't establish an AI Brand Persona first, you run the risk of producing generic, uninteresting content that fails to engage your audience.

Dual branding is the practice of building and managing two brands in parallel: the corporate brand of the company, and the personal brand of its leader (or leaders).

The corporate brand communicates the business’s identity, promise, and positioning.

The personal brand conveys the vision, credibility, and voice of the individual behind it.

When aligned, the two reinforce each other, creating a level of trust and recognition that a standalone brand cannot achieve.

Discover if your logo aligns with your brand’s identity and goals. Our guide on logo evaluation will help you decide if you need an upgrade.

Most startups underestimate branding. They see it as a logo, a color palette, or something to “do later” once the product gains traction. That mistake kills companies faster than bad code or slow funding.

Branding is not decoration. It’s the infrastructure that makes everything else—sales, hiring, fundraising—possible.

Most small business owners put branding last on their to-do list. Operations, sales, and survival seem more urgent. But the reality is simple: small business branding is not optional: it is the engine of growth, loyalty, and resilience. A strong brand is the difference between being a local option and being the obvious choice.

Founders often think branding is a “later” priority, something to polish after raising capital. That’s a mistake. For investors, branding is not cosmetic. It’s proof of clarity, seriousness, and market potential. A strong brand makes funding conversations faster, valuations higher, and partnerships easier to secure.