Point of Difference

How to build a business identity nobody can copy

Your website could be published tomorrow by three competitors without changing a sentence, and you know it.

There is a great deal available on brand identity: colour palettes, fonts, logo files, a tone of voice. What I cannot find much of is the harder thing underneath, which is how a business becomes genuinely different in a way a client can feel before they have seen a single post. Brand identity is how you are recognised. Business identity is why you are chosen. These five pages are the working version of how I have built that in my own businesses, for people running one on their own.