A brand is a promise people can repeat

THE IDEA

Your brand is not your logo. It is the reason a customer chooses you over the alternative. Pick one thing you want to be known for and say it plainly. A clear, ordinary position beats a clever, vague one every time, because people can remember it and repeat it to a friend.

SAY IT IN ONE LINE

"We help small brands look trustworthy in their first month" beats "we do design." Name who it is for and what changes for them.

OWN ONE WORD

Decide the single idea you want to own, then repeat it everywhere until customers say it back to you.