（图片来自网络）
打造品牌是一个被广泛误解的话题。品牌不是一个LOGO，也不是一个口号，而是一种能被感知的理想状态。
品牌战略家Re Perez从以下几点帮助企业提炼出独特的品牌定位：
1、作为企业、企业家，你拥有什么。
换句话说，公司有什么让人值得信赖的？
2、有何差异与不同。
在竞争环境下，观察一家公司或一个人在品牌打造过程中，与别人做的那些相同的事情有何不同。
3、有何相关性。
面对目标客户，面对市场、顾客、买家，任何可能是你潜在客户和顾客的人，你拥有什么，有什么可信赖的，与市场上的产品有何特色与差异，与目标客户正在寻找的那个兴奋点有什么相关性，这些交集就是品牌的定位。
（本文译自quora网友Martin Cogburn的回答）
原文：
How do you know what your brand is?
Martin Cogburn, works at ONTRAPORT
Answered Aug 9
Branding is a widely misunderstood topic. Your brand is not your logo; it’s not your tagline. It’s a desired perception.
When Brand strategist Re Perez helps businesses extract their unique positioning, he looks for the following things:
1) What can you as a business or as an entrepreneur own
"In other words, what's credible with the company?"
2) What is unique and differentiating.
"Here's where you look at the company or the person that we're branding in the context of the competitive landscape, the people that do the same exact things that they do.
3) What is relevant
"That's where you look at your target audiences, that's where you look at the market, the consumers, the buyers, the people who might be potential customers and clients. It's the intersection of what you can own, credibility, what's different and unique in the marketplace, and what's relevant to your target audience is where we look for that sweet spot, that positioning of your brand."
