It’s been called a hundred different things, but every business needs one. It’s the single statement that tells people why you’re a better choice than your competitors. It singles you out and makes you the go-to source for what you do. And you should never stop working on it. This single statement – let’s call it your brand position – can always be a little clearer, a little tighter or pack a little more punch. So keep polishing it until it gleams.