This is a question we’ve been asking a lot because it’s at the core of what a brand is and what everything should be built from.

Many brands struggle with their identity and that one thing they can “own.” What’s that one thing they can say that no one else can?

When confronted with this, the best place to begin is with your purpose. What is the purpose that drives your product or service offering? Most of the time, the space you can own directly comes from your core purpose.

At least it should, because then it will ring true and the two-way nature of modern marketing puts you in peril if it doesn’t.

So when looking at who you are and what you should say, first look at why you’re here.