behavior, benefits, branding & marketing, differentiator, essence, senses, story

6 layers to a brand strategy

A brand strategy needs to contain 6 different sorts of elements:

  1. a consistent core essence that defines what it stands for at its center, and to which individuals can relate to during every interaction.
  2. a few key differentiators that when put together make that brand truly unique.
  3. three to five items that your audience can concretely benefit from.
  4. behavior attributes that people can identify with when interacting with a brand, as if it was another person.
  5. a story that will engage an audience emotionally by transporting them through a narrative they feel part of.
  6. sensorial elements that activate as many senses as possible to deepen the connection through different levels of connection.

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