After you do the six-word exercise, and you have an array of traits, can you boil it down to one single word?
When I say Volvo, what do you think of? Or Apple?
Each of these masterful brands have created a brand so strong, you immediately identify it based on one single attribute.
Like a Zen master would say, when you can describe yourself/your brand in a single word, you truly understand yourself.
To get there, do this next exercise. Write down all the single words that describe you. These are words you may have used on your resume, that is, key words that have come back from your own assessment. The way others have described you. In following a similar approach for clients, we pour through a brand’s website ...
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