leadership presence tip: Brand jargon can be endless. Focusing it down, the musts are: 1) Clarify your position. Define the single thing your company stands for [to your customers] that the competition lacks. Single is the operative word here. 2) Tell your story. Give your position an external expression by telling your best client story. [i.e. a case study.] 3) Bring it to life. Make sure when your company [any outward-facing resources of it – staff, marketing materials, reception area] hits the outside world it LOOKS and FEELS authentic.