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Consumers want to know who you are and what you stand for. Are you the brand that cares about sustainability and zero waste? Are you centered on making sure you value your employees as much as your customers?

How are you helping your brand and how are you hurting it? Are you complacent or are you looking to make a seismic shift? Is your ego holding you back or is your perspective calculated enough to be objective?

How do you bond with your customers? Once you’ve got these brand fundamentals in place, pull everything together into a brand personality, voice, and tone guideline document.

You’re answering two vital questions posed by your customer: What’s in it for me? And why you? Your positioning statement whets their proverbial appetite, but your benefits and RTB give them the nourishment they need and crave.

You won’t find positioning statements on a package, website, or store shelf. Rather, it’s an internal exercise that drives all the key decisions in an organization. It defines what you say, where you say it, how you say it, and ⋯

Crafting good stories is hard, If it were easy, every brand would be doing it.

Creating a brand requires information. Information gives you context, direction, and an informed point of view. It lets you define where you stand and where you fit. Information removes the blindfold from your eyes, so you ⋯