6. What is your distinctive, relevant and compelling brand idea that drives everything you are, say and do?
Building upon your proposition, your brand positioning will help you create a unique image in people’s minds.
Look at customer values and competitors to identify the space your brand can occupy.
Define your purpose and values that align with consumers and employees.
Identify the core consumer insight and issue
Frame your customer value proposition and reasons to believe within these elements.
Define the brand personality and behaviour
Develop your brand idea – the 3-5 words that drives everything your brand is, says and does, towards your objectives.