Your brand is not a logo, image or “differentiation statement.”

Your brand is simply this: The specific problem that you solve and the specific people/companies that you solve it for.

Your logo and image help reinforce your brand, but by themselves are meaningless. If you want your marketing to have impact, to resonate, to mean something to clients and give them a reason to call you first, then focus your attention on communicating the problem that you solve directly to the prospects who most likely have that problem and are willing to invest in a solution.

Even better, start creating content that actually helps your market tackle the problem. Become known as the firm that solves X…one prospect at a time, one reader at a time.

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