3. LEGAL AND SYMBOLIC TAG

4. BRAND POSITIONING

5. APPLICANT X

6. APPLICANT Y

7. APPLICANT Z

8. [brand positioning statement] FOR [TARGET MARKET], I AM THE [FRAME OF REFERENCE], WHO PROVIDES [POINT OF DIFFERENCE] BECAUSE [REASON TO BELIEVE].

9. RECRUITING INSTITUTIONS (YOUR CUSTOMERS) What is their positioning? What are their needs/wants? OTHERS (YOUR COMPETITION) Who are they? What are they offering? What are their strengths and weaknesses? Who are they targeting? YOU (YOURSELF) Who are you? What’s your current positioning? What are your strengths and weaknesses? Who do you want to be? What position do you want to claim? [how to get it right?]

10. [product pipeline] Stream#1 Stream#2 Your Proposition

11. [brand communication] OFFER! OFFER! PREFERENCE PREFERENCE CONSIDERATION CONSIDERATION AWARENESS AWARENESS

12. DELIVER YOUR PROMISE! HAVE A STYLE! BE CONSISTENT! HAVE A VISION!

13. REGULARLY ASSESS YOUR RELEVANCE!