There are several facets of positioning.
• Branding
Much is written and said on the topic of branding. It’s always useful to remember the origin of the term, which derives from the cattle ranching practice of burning an image into the hide of the rancher’s cattle in order to convey ownership. The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” There’s a good summary of the concept at this link:
http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm.
• Logo
The logo is the modern equivalent of a cattle rancher’s brand. It immediately let’s your prospects and customers know who you are and what belongs to you. We can help you develop a visual logo design that conveys your mission and identity effectively.
• Trademark
The trademark is akin to the logo, only it can both visual and written form. We an help you properly define, research and register your trademarks and service marks.
If you would like to learn more about our processes and tactics, we would be happy to meet and discuss your opportunity, conduct a needs assessment and formulate a strategy and plan. Please give us a call at (216) 226-2964 or drop us an email at doug@harveyassociatesinc.com.