Your brand is not what you say it is...
is the only
Your underlying mission; why your company exists in the ﬁrst place.
Brand Position Statement
A statement about how you want to be perceived; how you want people to feel, think and talk about you.
Unique Value Proposition
The unique value you’re oﬀering; what makes you diﬀerent; your ‘secret sauce’.
Why You Can Believe Our Claims
A summary of proof points that support your position.
Attributes that reflect your belief system and brand personality. This is important as it informs the impression you want people to have about you.
One sentence that sums up your brand’s promise.
What you would say to someone who asks: “So what do you do and why should I care?”.
High level tone for your brand’s messaging.
Brief statements that encapsulate your brand story and value proposition.