(2) Start clear: Know who you are

1. Brand Platform introduction

2. Articulate who you are directly in the Brand Platform’s POV and Promise sections. 

Without Brand Clarity you’re spinning your wheels 

1. Customers won’t buy what they don’t understand

2. Know who you are – POV & PROMISE

3. Align on that – Brand Platform

4. Brand Platform, the deceptively simple one-page document that can drive all that you do.

5. What it involves.

   1. Ideally 3 pillars. 

      1. Backstory of 10 pillars and why that was impossible.

6. It trickles down & ladders up, too

7. It can be like a puzzle you fill out

8. It shows you with just words-on-paper what’s exciting, interesting, differentiating about your brand.

   1. If you don’t see this… dig deeper. Encourage something contrasty (“highest level POV”), if not provocative.

9. What you control - might be the the thing you control most, since it’s woven into everything you say and show (or can be).

10. You can’ control how they receive it, there will be other factors that make the environment noisy… but it is your chance and way to put your best foot forward and feel good about your efforts, no matter what the results end up being.

11. (Real life examples)