¶ Brand Strategy -- Glossary
🟡 Brand Strategy | The Heart
Clarify how your brand(s) create value, and for whom
Who are we creating value for?
- Target Audience Profiles -- A clear definition of the specific group, or groups, your company (or each of your brands if necessary) has chosen to create value for.
- Customer Funnel / Loop -- A simple model that maps how people move from first awareness through consideration and purchase into an ongoing relationship.
- Journey Map(s) -- A bespoke visualisation of how your customers experience your organisation over time.
What value do we create for them?
Why should they choose us over alternatives?
- Brand Positioning Statement -- A concise internal statement that compresses your positioning into a clear, structured sentence.
- Brand Personality -- A deliberate strategic decision about the traits your brand will consistently express.
- Perceptual Positioning Maps -- A visual tool that shows how your brand is perceived relative to competitors across appropriate chosen axes of value.
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