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September 21, 2021 9 min

So, your branding needs work. Perhaps you’re updating your mission statement. Perhaps you’re trying to appeal to younger generations on Snapchat and Instagram.

Whatever the case may be, individuals, companies and products need to be branded correctly, with the target audience in mind. Put thought into the who, what, where, when and why. After all, branding is how you make people feel. It is the essence of what makes an individual, company or product unique in the broader marketplace. But too many people forget the steps in the branding process or take shortcuts, which can undermine their appeal to the target audience they have in mind. If you rush the branding process, it probably won’t be effective.

As the first step in the process, I recommend coming up with an XYZ statement. Here’s what that means:

  • I do X (what you do).
  • For Y (who you do it for).
  • So they can Z (the benefits of working with you).
  • Continue reading here.


    The article read in this episode originally appeared on the Forbes Agency Council CommunityVoice™ in June 2021.


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