You’ve already read that by specializing in a niche you’ll be able to increase your brand awareness. Now imagine something even bigger. You should try to narrow your focus until you are able to create your OWN category.

Having the best quality in a product or service doesn’t necessarily mean that it’s destined to be number one or sell more than your competition. There are many brands that we can look at to illustrate this concept.

Consumers are human and by nature, humans are guarded. We're told when we go into an interview, a date, or meeting someone new, to simply be ourselves. This same concept also applies to your brand.

What is the difference between brand strategy and identity? Think of it like this, brand strategy is the INTERNAL part of branding and brand identity is the EXTERNAL part of branding.