Effective positioning requires valid axes that appeal to everyone, rather than simply contrasting good and bad.

To build a brand, you must stand for something and clearly communicate what you don't do, which helps differentiate you in a crowded market.

When we turn someone away, we're not insulting them; we're just clarifying what we do. It's scary to define our work, but it's necessary to establish our identity.

To differentiate in the market, you must intentionally take a different path than your competitors. This involves understanding user needs and creating a unique value proposition that resonates with your audience.

Building a brand requires understanding the market and having a unique value proposition to stand out in a crowded space.

Understanding branding allows designers to better position their work and communicate its value, leading to more opportunities and higher compensation.

To achieve long-term success, you need to define who you are serving and what change you want to create. This clarity helps in making strategic decisions.

In branding, the key question is: what is your brand the only one of? This high bar is essential for differentiation.

The story brand framework emphasizes that the customer is the hero, not the brand. Positioning the customer as the hero and the brand as the guide builds trust and helps them overcome challenges.