Small businesses tend to confuse tactics with strategy.
Without a well thought out strategy, your business will wander aimlessly and not really have a brand.
Just like soup, your brand and all of its components should be in harmony with its positioning.
A business that tries to be everything to everyone ends up being nothing to no one.
This trifecta creates a brand that is greater than the sum of its parts.
If your product or service falls into the trap of not first accomplishing your target consumer’s goal(s), then you will never have the opportunity to evoke emotions or provide value.
Negative Space is a publication of MOTIF - a brand creation studio located in Paso Robles, CA