Branding and Positioning Product FAQs


By placing an order for any of my branding and positioning products you acknowledge and affirm that you have read, understand and agree to the terms and conditions contained in these FAQs. Click on the red + buttons to view the FAQs.

Why should I order from you?

I’m a seasoned branding and positioning expert with a rich 25+ year history of elevating revenues and profits for B2B professionals and retail service providers by making their brands stand out with unique, catchy, and memorable name ideas, taglines, slogans, book titles, mission, vision and brand statements, and other intellectual property. My 25+ years of experience in sales, marketing, and business far surpasses most in this niche. And I won’t rest until you are utterly delighted with what I do for you.

Why don’t you charge more?

It’s simple. I want you to test drive my abilities. Against my accountant’s advice, I have intentionally priced my branding products at a fraction of the value they will deliver to you. If you’re like others I’ve helped, you’ll want more. The best way to affirm that I can help you is to let me help you. So what’s holding you back?

What is the intake process?

Place your order and you will be referred to a page to download some simple questions about your business via an intake survey. The questions are in a fillable PDF, on which you will provide answers. The more thoughtful and complete your answers are, the better I will be able to meet or exceed your expectations. The clock on fulfilling your order starts when I receive your completed intake survey!

What if I don’t like any of the output you deliver?

Thanks to my proprietary process this rarely happens. Keep in mind that I’ve been doing this for more than 25 years, far longer than most in this niche. I eat, sleep and breathe marketing. All packages include revision rounds in case we need them. Your satisfaction is guaranteed.

Do you offer trademark checks?

Although I offer trademark research services, I am not a licensed attorney. My services include conducting preliminary searches in the USPTO (United States Patent and Trademark Office) and EUIPO (European Union Intellectual Property Office) databases to determine if a particular name, slogan, or tagline is currently registered or pending registration.

It is important for clients to understand that:

My services are strictly for informational purposes. I provide basic research to check the registration status of trademarks. This research should not be considered exhaustive or definitive in determining the legal availability or potential for trademarking your intellectual property.

No Legal Advice or Representation. My services do not constitute legal advice, nor do they substitute for the advice of a licensed attorney. Interpreting the results of trademark searches, advising on the likelihood of registration success, or assisting in the trademark registration process falls under the purview of legal advice and requires a licensed attorney.

Potential for Infringement. Clients should be aware that even if a particular intellectual property is not officially registered, it may still be in use, which could lead to trademark infringement issues. A comprehensive legal clearance for a trademark typically involves more than a basic database search.

Registration in Different Classes. While an intellectual property may be registered under certain classes, it could potentially be trademarkable under different classes. However, making such determinations requires legal expertise.

I strongly recommend that clients seek professional legal advice from a qualified attorney to obtain a complete legal analysis and guidance for their specific situation. My role is limited to performing initial, non-legal research and providing the results for your information.

Trademarks vs. Copyrights

My research indicates that book titles can be trademarked but they are not typically copyrighted. Here’s what I found:

Copyright: Copyright law does not typically protect titles of single creative works, like a book title, by themselves. This is because copyright is designed to protect the expression of ideas (like the content within the book) rather than short phrases or titles. However, the contents of the book (text, illustrations, etc.) are fully protected.

Trademark: A book title can potentially be trademarked if it’s used to signify a brand – for instance, if it’s part of a series of books, or if it’s used in the marketing of other goods and services (like merchandise or a TV series). Trademark protection is meant to prevent consumer confusion about the source of goods or services. For example, the title of a series of books, like “Harry Potter,” can be trademarked because it’s used across a range of products and represents a specific brand identity.

It’s important to note that the process of trademarking a book title can be complex and is not always guaranteed. It’s usually reserved for titles that have significant commercial value and recognition. You should always consult a qualified attorney about all intellectual property issues.

Do you check social media handles?

Yes, but only as an add-on. Bear in mind that checking social media handles is very time consuming and accuracy cannot be guaranteed. However, once you decide on a name, I can do a social media check for an additional cost. Or, I can give you the resources I use and you can do this yourself. 😎

Missions, Visions, and Narratives

My mission, vision, and brand narrative statement packages for small to medium B2B enterprises (SMEs) are provided as follows:

1. Mission Statement (Typically 10-30 Words)
Example: “Our mission is to provide innovative and reliable business solutions to small and medium enterprises, enhancing their efficiency and competitive edge in a dynamic market.”

2. Vision Statement (Typically 10-50 Words)
Example: “We envision a world where SMEs thrive through the power of digital transformation, leading innovation in their industries and creating sustainable value for their communities.”

3. Brand Narrative (Typically 50-200 Words)
Example: “At [Company Name], we believe in the power of small and medium enterprises to change the world. Our journey began with a simple idea: to create business solutions that are not only effective but also accessible to smaller enterprises. We understand the unique challenges that SMEs face in a rapidly evolving business landscape. Our suite of products and services is designed to address these challenges, providing SMEs with the tools they need to succeed. From cutting-edge technology to personalized customer service, we are committed to helping our clients grow and thrive. Our story is one of innovation, dedication, and a deep commitment to empowering the backbone of the economy – the SMEs.”

These word counts are typical but can vary based on the specific needs and communication style of the business. The mission statement is concise and defines the company’s purpose and primary objectives. The vision statement is slightly longer, outlining the future aspirations and the impact the company seeks to make. The brand narrative is the most detailed, telling the story of the company, its values, and its connection to its customers.

Slogans vs. Taglines

The terms “slogan” and “tagline” are often used interchangeably in the context of branding for small to medium B2B enterprises (SMEs), but they do have distinct nuances:


Purpose: A slogan is generally used to capture the essence of a company’s mission, values, or brand. It’s a short, memorable phrase that’s often part of a specific marketing campaign.

Duration: Slogans can be temporary and may change with different marketing campaigns or product launches.

Examples: Slogans are often more detailed and specific to what the company is promoting at the time. For example, a B2B technology company might use a slogan like “Innovating for a Smarter Tomorrow” for a campaign focused on new tech solutions.


Purpose: A tagline is a concise phrase that communicates the overarching brand message. It encapsulates the brand’s identity, values, and unique selling proposition.

Duration: Taglines are generally more permanent than slogans and are used consistently across all company branding and marketing materials.

Examples: A tagline for the same B2B technology company might be “Empowering Business Innovation,” reflecting its long-term commitment to providing innovative solutions to businesses.

In summary, while both slogans and taglines are critical to SME branding, a slogan is typically campaign-specific and can change frequently, whereas a tagline is a more enduring statement of the company’s overall brand identity.

Do you keep any rights to the work after the delivery?

As the developer of book titles, business names, business product and service names, mission, vision and brand statements, slogans, taglines and other intellectual property (output) I retain the unrestricted right to refer or not refer to such output as a reference or case study in my portfolio and other places.

However, for confidentiality reasons, I won’t reveal the specifics of any intake information you provide, nor will I reveal any personally identifiable information about you without your permission.

This is not to say that third parties would not be able to use the output to identify you or your company and contact you.

Other than that you own the output, which you can use as you wish.

Can I see samples of your work?

For competitive reasons, my clients require confidentiality, so I can’t reveal specifics. Not sure I can help you? Email me with the basics of what you need and I will give you a professional assessment of your situation at no charge. No other provider in this space offers that.

That being said…

I have written, edited, formatted, and developed the titles, sub-titles, cover layouts and text, and listing text for more than a dozen Kindle Direct Publishing physical and ebooks.

I have written, edited, formatted, and developed the titles, sub-titles, and promotional text for more white papers and other magnetic content than I have room to list here.

I have helped six people create and deploy LinkedIn profiles from scratch and get hundreds of first-degree connections within 90 days.

I have helped a medical specialty product manufacturer create an Amazon Seller account, including writing all the sales bullets, that generated the first order within 48 hours and $2000 in sales in the first two weeks.

I have converted the boring, mundane menus of a specialty “historical dining” chef into interesting, compelling stories to generate more bookings.

I have created lead generation websites for a data consultant, 360° photographer, catering business consultant, chiropractic group, cosmetic dentist, luxury real estate broker, criminal defense attorney and many others.

Do you use AI?

I integrate artificial intelligence (AI) into my workflow to enhance the quality and impact of my branding and positioning products. By leveraging AI’s capabilities, I can analyze market trends, optimize content, and generate insights more efficiently and accurately. This allows me to provide you with innovative solutions and creative strategies that are powered by data and tailored to your unique needs. My use of AI complements my 25+ years of experience, ensuring that I deliver high-quality, precision-driven results. Rest assured, the final creative direction and decisions are guided by human experience and your specific goals, ensuring that my solutions not only leverage the latest technology but also resonate deeply with your target audience.