Identify challenges with building your brand and the problems the brand has that you need to solve
Identify key insights with your brand, customers and competitors that influence how you could define and differentiate yourself. Research your brand extensively and include:
Customer analysis: trends, motivations, unmet needs, segments
Self-analysis: your existing brand image, brand heritage, strengths/weaknesses, the higher purpose
Competitor analysis: brand image, strengths/ vulnerabilities
Develop a new brand vision and proof points. Include a higher purpose (brand purpose) and value proposition.
(Include at least Parts 1& 2 in your draft, which can be in bullet point/outline form)
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