Don't Brand Before You Position
Branding is getting everyone to know you, plain and simple.
Positioning is getting people to want you because of your value.
Positioning leads to brand, but brand does not always lead to position.
Branding bombards it audience with a particular message. It's a big job and many smaller companies take it on when they don't have to.
In reality, they should simply pick the under-serviced segments that their larger competitors are ignoring, and attack with an unassailable value proposition.
If serviced properly, these customers can become reference accounts.
Then you can leverage them into larger sales.
Find more here
See also Brand Your Company For Recruiting
from Sun. Jan 18/04. (Click Archives at right)