Brand Discovery

Your brand is not what you say it is...

The one-liner



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audience group

Brand Discovery

Company Purpose/Mission

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.

Brand Attributes

Attributes that reflect your belief system and brand personality. This is important as it informs the impression you want people to have about you.

Audience Promise

One sentence that sums up your brand’s promise.

Elevator Pitch

What you would say to someone who asks: “So what do you do and why should I care?”.

Messaging Tone

High level tone for your brand’s messaging.


Brief statements that encapsulate your brand story and value proposition.