From the course: Brand Strategy for Designers
Join today to access over 25,300 courses taught by industry experts.
Define what your brand does
From the course: Brand Strategy for Designers
Define what your brand does
- So what does your brand do? It's a harder question to answer than you may think. It's not what your product or service does. It's what it means to the people who use it. The answer should include something often called the value proposition. One model to determine your value proposition is to complete the following statement. We create products or services with features or specs ensuring who the customer is and enjoys the benefit of the product. A value proposition articulates what is most enduring about a brand across all audiences. The statement speaks to higher order outcomes and results the brand aspires to deliver in the future. A value proposition is the brand's north star that informs everything from recruiting to the product development roadmap. So let's check out an example. What would this look like for a brand like Nike? We create sports apparel with the most advanced technology and coolest style ensuring…
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.