In today tutorial you’re going to discover how to define the core strategies for your premium brand. We will do this by going through four sections. Our discourse will take the form of my asking you questions and you providing the answers.
The questions will focus on five key components they are:
Customers - Who is our Ideal Customer?
This is the first question a premium brand must answer, you can’t be a premium brand without premium customers so our goal here is define the trait of your premium customers. To create your profile make sure to answers these questions:
- What do they look like?
- What challenges and pains do they have?
- What are their dreams and goals?
- Where can you find them?
- What is their lifestyle
Purpose – Why should we do this?
To be a premium brand you must be inspiring, got to have big dreams and ambitions, a grand vision or a cause that is worthy to die for. Premium brand can’t be meek or hesitant one must be bold and courageous.
- Why are you doing this?
- Why does your brand exist?
- Why should anyone care?
Personality – How does it feel?
How does it feel like to interact with our premium brand, here you must describe a feeling that you want to evoke when people interact with your brand. This will the core to your brand experience that your will refine later on.
- How does it feel?
- How do we come across?
- How do we do things?
Proposition – What do we offer?
Here we want to define the end result that our product and services will offer. You want define the goal or desire that your products or services will fulfill not the actual products or services themselves. A good example would be increase of knowledge or security.
- What are you offering?
- What makes it worth the money?
- What makes it better than competitors?
Values – What do we care about?
What are the core principles or values that guide your choices and behavior, everyone is guides by beliefs or values. The goal is describe them here for your brand. This is internal audit, this answer must not come from the outside.
- What do we care about?
- What do we hate?
- Brand Customers
- Brand Purpose
- Brand Personality
- Brand Proposition
- Brand Values