“Think of your brand as a person. What would its traits be?”

In this lesson, you’ll learn how to create top-of-mind positioning. For instance, if you sell shoes, you want your brand to come to mind whenever your customer thinks of shoes. To do that, I’ll show you how to create a viable brand and brand personality, informing how your brand is seen by the public.

Brand Pyramid – Five elements to shape your overall brand strategy and position your brand

1. Target audience – The type of people your brand wants to speak to

2. Benefits – The rational benefits your product offers your audience – the reason why you created the product in the first place

3. Values – The common emotional ground between your brand and your audience

4. Aphorism – What your business aspires to achieve beyond your bottom line

5. Brand personality – The traits your brand exhibits in service of getting your message across