Ever wondered what the professionals mean when they use industry jargon? This plain-English Business Essentials reference helps you ask better questions, compare proposals and understand what you're paying for.Strategy and audiencesTarget audience: The people most likely to benefit from your offering.Positioning: How your business stands apart in customers' minds.Value proposition: The benefit your business promises...

Ever wondered what the professionals mean when they use industry jargon? This plain-English Business Essentials reference helps you ask better questions, compare proposals and understand what you're paying for.Branding and designBrand identity: The visual system that helps people recognize a business.Logo: A distinctive visual identifier for a business or organization.Wordmark: A logo based primarily on...