Realising a mission
What are you aiming to deliver, and to whom?
Clarifying vision
How are your dreams and aspirations communicated?
Building trust
What’s your shortcut to a purchasing decision?
Brand attributes
How would your best customer describe you?
A central idea
What will they be joining if they buy into your brand?
A unifying concept
What is your single, simple truth?
Communicate value
What’s keeping your brand attractive?
Creative effectiveness
Do you want it to look good, or do you want it to work?
Core values
Speaking to the unique buying state of your customers
Delivering value
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