With the positioning statement in place, we now start exploring how to bring the brand to life. That’s right: we’re getting closer and closer to execution.
But, as you consider how your brand behaves in the marketplace, it’s also important to define the ground truth of your brand’s identity. That truth is rooted in your brand values, which provide guide rails for what your brand would and wouldn’t do and say.
You might say the same thing about people. For example, if you were to think of your brand as a person, how would that person know what’s ...
