• Formalize target consumer (who currently does or should purchase your brand/product?)
  • Create brand/product definition (what is your brand/product, how do you describe it?)
  • Identifiy brand/product point-of-difference (why is your brand/product different?)
  • Develop a BRAND POSITIONING STATEMENT (the roadmap for all of your future decisions!)
  • Identify volume sourcing (where are you going to get new consumers?, Are they new to the category or new to brand?)
  • Formalize the brand voice and apply to packaging and marketing
  • Create consumer wall boards (reminder of who the target consumer is going forward)