Reasons-to-Believe: What Are Your Proof Points?
When customer hear a claim, they want to see proof. Give customers a reason to believe and they will trust you.
Value Proposition: What Are You Offering?
The best value propositions are the best answer to the customer's specific need. Your brand should be a painkiller and not a vitamin.
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.
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.