To build a brand strategy that helps you genuinely connect with people, you need to know exactly who you’re selling to.
Knowing who they are and how you’re trying to serve them can bring clarity to who you are (your Brand Principles) and how you communicate with your brand members.
Brand Principles
Defining the set of beliefs that govern and influence everything you do and what you offer.
These are your: Purpose, Vision, Mission, and Values
Brand Transmission
Unifying what you say you do with how you say it across all touch points.
This is your brand's: personality, voice, tone, messaging, and value proposition.
INsIDE THE WORKbook
a few highlights
Table of Contents
Overview of the workbook structure.
Brand Member Personas
While personas aren’t necessary to run a successful business, they provide insight into the make-up of your business segments, help you identify opportunities for growth, and determine which services, or products to focus on.
This becomes more apparent using metrics from your actual market data, so make sure to validate your assumptions through research.
Mindsets and Behaviors
Your ability as a brand to understand the specific mindset of your members when it resonates with each persona allows you to address problems with an empathetic point of view, which is what builds a strong connection.
This approach differs from others by taking a deep dive into the underlying beliefs and mindsets that drive your customers behaviors and purchasing decisions.
