Brand Manifesto
The roadmap to realisation
The Brand Manifesto identifies and compares where you are and where you want to be. It serves as a roadmap for devising, creating and empowering your future brand, covering:
Brand Purpose
Why you do what you do
Brand Attributes
Mission, Vision, Core Values
Brand Reputation
Why should they believe us?
(the proof that backs up what you say)
Brand Potential
Your strategic goals, allied to purpose and profit: specific, achievable and measurable.
Service Offering & Definition
What are you selling?
What are your main benefits?
(the rational and emotional brand drivers)
Brand Alignment
Aligning what you project with how you are perceived
Target Market Definition
Who are your target customers?
SWOT Analysis
What are your Strengths, Weaknesses, Opportunities, Threats?
Brand Strategy
Competitive actions,
Current brand vs Future brand, Securing gains and mitigating risks
Organising Idea
The brand anchor that unites directors, customers, staff and stakeholders
