Small service businesses walk a fine line in branding. They don't want to blend in with everyone else (like "little boxes" of the famous song).
But sometimes it's tempting to go to the other extreme: an original name to describe your service.
The middle bear approach - not too hot or too cold - begins by telling a story that resonates with your client's story. We're all hard-wired to categorize. Your challenge is to help the client find a way to understand what you do, yet differentiate from the competition.
That's what we cover in this episode. The free ebook mentioned is http://cathygoodwin.com/baggage