5. The Law of the Word
A brand should strive to own a word in the mind of the consumer. If you
want to build a brand, you must focus your branding efforts on owning a
word in the prospect's mind. A word that nobody else owns. Kleenex
owns "tissue," FedEx owns "overnight," Volvo owns "safety."
•For the keyword that defines your niche area or skill set, do you rank #1 in
Google & LinkedIn?
•Does your professional network associate you with that one word?