Strategy
Strategy defines the shared foundation across brands, aligning purpose, positioning, and messaging into a cohesive system. It ensures each brand expresses a distinct point of view while operating within a consistent framework, enabling clarity, differentiation, and alignment across product, marketing, and communication.
Economic empowerment for businesses everywhere.
Brand purpose
The long-term role the brand plays in the world, defining why it exists and the impact it aims to create.
Sellers want to run and grow their business efficiently, while staying true to their craft — attracting new customers and turning them into regulars is foundational to building a stable and thriving business.
Core problem
The fundamental need, tension, or gap in the world that the brand is designed to address.
The localist: any seller who sees their community as critical to their success.
Audience
The primary people the brand serves, defined by their needs, behaviors, and context.
Square is the point of connection for sellers to their customers, staff, and neighborhoods.
Positioning
The brand’s unique perspective and role, defining how it solves the core problem and why it matters.
Square is the business platform that helps sellers become neighborhood favorites.
Key message
A clear, consumer-facing expression of the brand positioning that communicates what the brand is and what it offers.
Freedom to focus
Square simplifies complex operations and gives you time back so you can concentrate on what matters most: delivering superior customer experiences.
- Payments
- Hardware, Including Square Handheld, Square Online & Saas Products, Staff Management
- Marketing tools, Square AI
Value propositions and reasons to believe
The primary benefits the brand delivers, describing how it creates value for its audience.
Confidence
Empowered to start or grow a business, access to tools previously out of reach, feel connected to your customers, staff and community and the belief that your business will thrive - because it’s powered by the most trusted platform in the industry.
Emotional benefits
The feelings and outcomes the brand creates for its audience through its products and experiences.