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The Power of Positioning
"Nike became the leader in its industry not by saying “We help you get fit by manufacturing great sports gear and equipment that helps get you going!” Rather, Nike became the leader in its industry with these words: “Just Do It!”" (Michael Gerber, E-Myth Worldwide).
Why Brand Consistency?

Having a consistent brand means that customers know what to expect because you deliver it to them every time. This is trust building. Only trust can lead to return business, happy customers and referrals. Thus the value you put into your brand returns full circle to you. Which not only makes good business sense, but for good business too.

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