Customer Need: What Is Their Real Job-to-be-Done?
Serving the customer's needs is an ongoing process.
Customers evolve, so should your brand's offering.
Target Customer: Who Is Your Audience?
The business of a brand is to create value for the customer.
Understand them and build for them.
Frame of Reference: Where Is the Brand Placed?
Customers place brands in categories.
Define your frame of reference, otherwise your customers will.
Brand Attributes: How Does the Brand Present Itself?
Brand attributes are physical attributes and personality traits.
First, understand your brand. Then, choose your attributes and remain consistent.
Bottlenecks and Funnels 🍾 - Issue #3
Hey ho, les' go!
Before we get going, here a question I asked myself this week:
Is life better
Mission Statement: How Do You Do It?
Your goal with a mission statement is to communicate how your brand does what it does.
Make it clear.
Brand Promise: How to Communicate in One Statement?
A good brand promise captures is like a guiding light for brand strategy. It is a combination of the brand's vision and its purpose.
Brand Purpose: Why Bother?
People don't buy what you do, they buy why you do it.
The brand vision is a conviction about the future.
The brand purpose is an idea of how the brand fits into that future.
Brand Vision: What Is the World That Could Be?
Good stories have a common theme: they start in a world that is and show us a world that could be.
The narrative takes the hero from status quo to the envisioned destination.
Brand narratives can be constructed in a similar way.
Positioning and Differentiation: How to Stand Out as a Brand?
Positioning is about differentiation. "Always remember: A brand is the most valuable piece of real estate in the world; a corner of someone's mind." - Sir John Hagarty
