Brand

Blueprint
Source of Business: The market choices available to the consumer, with which the brand competes. Who loses when I
win and who wins when I lose?

Target Audience: The chooser of the brand, who may be the buyer or the user, dened in terms of a>tudes
and values, not just demographics.
Key Unifying A7tude: The single a>tude that is common across the target audience

Key Consumer Insight: That one aspect of the consumer which shows us how the brand can best
solve a problem or create an opportunity for him/her. (Specic to the compeEEve environment
and the target)

Benets: The dierenEaEng funcEonal and emoEonal benets that moEvate

purchase

Brand Values & Personality: What the brand stands for and believes in-
and/or its personality. (how the brand behaves), Tonality of adverEsing

Reason Why: The proof we oer to substanEate the

posiEoning.

Compelling Dierence: The single most

compelling and compeEEve reason for the
target consumer to choose the brand.

Core:
DisEllaEon of
the brands
geneEc code
into one
clear
thought
Brand Blueprint