based on analytics and positioning, we will describe the brand vision — we will describe the context and place of the brand in the far planning horizon.
based on the vision, we will formulate the brand's mission.
we will find the perfect brand balance on the map of opposites according to the kuznets brandbalance model
define the core of the business and values. Let's highlight the main triad of values.
let's describe the character of the brand in brand personality and tone of voice, define the brand's position in the archetype model and on the scale "keeping traditions — creating innovations".
we will describe the rational and emotional benefits and benefits for the main target audience.
let's formulate the KEI (reasons to believe). Let's write the main brand messages.
we will gather everything into a single structured document — a brand platform.
Description of the tools for measuring indicators for evaluating the achievement of goals.