Download - The Brand Strategy Formula
THE BRAND STRUCTURE
Vision and Values
Key Audience
SetsPositioning Brand
PillarsBrand
PromiseBrand
Personality
Why do you do this
work? What do you care
about achieving?
What are you? What makes you
unique?
Who are you for?
What do you do?
Are you believable?
How do your
customers benefit?
Target Audience:Wants and
Needs
Competitors:
Weaknesses
THE MOST IMPORTANT THING
Available Positionings
Customer Wants and Needs
• Great Taste• Electrolytes• Low calorie• Low sugar
Competitor’s Weaknesses
• Great Taste• Electrolytes• Low calorie• Low sugar
Example: Gatorade vs. Powerade
8
TODAY OVER 100 MILLION BOTTLES OF SINGLE SERVE WATER WILL BE SOLD…
… AND WE BELIEVE THERE ISN’T A BOTTLE OF WATER YOU CAN FEEL GOOD ABOUT DRINKING...
BRAND MESSAGING
Messaging Framework
Messaging Properties
What part of the brand should each message showcase?
• Slogan• Tagline(s)• Key Message(s)• Positioning
Statement(s)• Mission Statement• Vision Statement• Keywords• Call to actions