Brand Elements

Brand Position

• What a company does and for whom
• The company's unique value and how customers benefit from products and/or services
• Key competitive differentiators
• 25, 50, and 100 word versions

Brand Promise

• The single most important thing that a company promises to deliver to its customers — Every time!
• What customers and partners should expect from every interaction

Brand Personality

• What the brand is to be known for
• Personality traits that customers, partners, and employees use to describe the company

Brand Story

• The company's history and how the history adds value and credibility to the brand
• A summary of products/services/solutions

Brand Associations

• Physical artifacts: name, logo, colors, taglines, fonts, imagery
• Must reflect the brand promise, traits, and support positioning statements

A Key Mantra

• Consistency and Repetition with customers, partners, employees, press, analysts and the industry in general