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Positioning, identity and a voice people recognise without seeing the logo.

Branding Position against a real alternative A brand is a choice. If you cannot say what the customer would do instead of you, you have not positioned anything yet. Read the tip Branding Write the voice down in one page Three adjectives and ten example sentences do more for consistency than a fifty-page brand book nobody opens. Read the tip Branding One colour does the work Give the brand a single colour that is used for one job and nothing else, and people will recognise it from across the room. Read the tip