KEY BRAND CRITERIA

CONSULTANCY Strategic Brand Management
TRAINING Brand Workshops and Courses
INSIGHTS Speaking, News Media, Opinions

The brand strategy is the brand’s road map to success. It identifies WHO we are travelling with, WHERE we are going, WHY it matters and WHAT is required. There are lots of ways of getting from A to B and the Brand Strategy should pave a pathway with confidence and charisma. A bold brand strategy requires a combination of sound logic and a leap of inspired faith to take the brand where other brands have yet to venture.

Planning and research are key as is the self-questioning courage to answer truthfully, ‘is this really possible?’ The better prepared you are and the more you know about your destination, increases your chances of success.

The Key Brand Criteria for the Brand Strategy:

1. Purpose – What does the brand do?
2. Vision – What is the brand’s ambition?
3. Values – What does the brand stand for?
4. Mission Statement – How is the brand going to achieve its vision?
5. Proposition – Why do I need the brand?
6. Positioning – How does the brand compare with its competitors?
7. Personality – What is the brand’s character?
8. Audience – Who is interested in the brand?

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