品牌五要素

• [Brand] provides [target audience] with [unique value] than any other [your Industry] by [proof points].

• “Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”

• Coca-Cola: To inspire moments of optimism and uplift.

• Nike: To bring inspiration and innovation to every athlete in the world.

• Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

A brand attribute is a differentiator if it:

• Communicates a specific benefit

• Is a unique claim that isn’t being or cannot be made by a competitor

• Speaks to a specific audience’s needs

Examples of brand personalities:

• Harley-Davidson is rebellious, independent, free-spirited

• Dove is real, simple, empowering

• Jeep is adventurous, outdoorsy, rugged