Developing your brand – Step 3: Know Thy Brand

In this third episode we look at defining your Brand Positioning by creating a clear roadmap. A brand roadmap needs to include: Value proposition (WHO you are – as a company) Purpose (WHY your company exists) Vision (WHAT you want to achieve) Mission (HOW you get there) Values (that influence every action) Essence (what makes you unique) Personality (to influence your visual identity and tone of voice) At the end of this exercise, your staff, as well as your customers, should be able to clearly understand and believe in what your company stands for.