Our 10-step positioning process: Positioning and messaging comes first, before branding. Once positioning and messaging are sharp, it’s much easier to create and build a brand. It’s also much easier to do marketing, sell things and raise money from investors. If positioning and messaging aren’t sharp, then all of those things will be much harder, and you won’t really have a brand, you’ll just have a visual identity.

Simple, accurate and clear is often better.