Trevor Longino, owner of, presented 5 crucial exercises that help define your brand. Any agency, company, or freelancer can use them to determine brand positioning as a solid foundation for what their business will do and who they will serve.

Read the highlights and watch the recording below.

Trevor’s Main Takeaways:

What is Brand?

“Brand is what people say about you when you’re not in the room.” – Jeff Bezos

This is important. However, a big part about branding, if you’re not a global billion dollar company, is that you get to choose your audience. Brand answers the question, why are you in business? Below are 5 key brand exercises that you can use to answer this question. 

Note: These points are not about the visual aspect of branding but rather strategic positioning. 

1. Pirate or Ninja?

These are two very different approaches to how you want to be portrayed. Do you want to be the loud pirate or the stealthy ninja? Start by creating an X and Y axis with the pirate characteristics on one and the ninja on the other. On this axis, you want to find where you exist between the two. Keep in mind, the X and Y can be anything. However, you want to make sure your position between the axis makes you original, superior, and useful.

2. Solve ONE Problem.

It’s easy to say “what” problem you solve. The most important thing is that your “what” is driven by a “why.” The why should be different than your competitors. This is what makes you stand out. Think about this element very carefully as it will drive everything that you do.

3. 2025 Twitter bio.

It’s crucial to look towards the future. Where are you headed? Have a guiding statement that helps decision making. As a result, it will be easier to say no to the audience that will not take you in the direction you want to go. When you think about what your brand is, and how your twitter bio is laid out, think about the year 2025. Your bio should tell what you do, who you do it for, and how it’s different from your competitors. This will force you to distill down all of the possibilities into one concrete goal.

4. The 3 Commandments.

These 3 principles exist to add clarity to your internal decision making. What 3 you choose to use, are dependent on your why. Keep in mind, these principles are not meant to be published. Rather, they equip you and your team to make sure your brand is only what you intend it to be.

5. Choose your Tribe.

To begin, find your first 10 customers who need the service you provide. Be intentional about who these people are and how you uniquely serve them. PS, it’s OK to say no to people that do not suit your brand positioning! Your focus should be distilled for very specific needs. As a result, it won’t be a fit for all needs. Having to say no tells you that you’re strategic positioning is specific enough to add substantial value for your customers.

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