3. Core Values 

Your values are the guideposts that determine how you do business. If your vision is the ultimate destination, then your values are the map that guide your company’s journey into the future. 

By defining your core values, you can determine how your brand will be perceived in the marketplace. 

4. Positioning Statement 

If your mission hits the why, your positioning statement hits the what, who and how of your business. This statement is incredibly vital to the health and success of your brand, primarily because a large number of people will see it. 

Positioning statements name your audience, your industry, your promise, and your evidence. Here’s a quick template to get you started: 

5. Differentiators 

Your differentiators are the things that set your brand apart from your competitors. Your brand strategy and business model will help determine these, but your brand messaging needs to convey them to your customers. 

Start defining your differentiators by listing what makes you different and better in your industry. Think about things like your audience, your price point, your quality, your ingredients, your materials, your values, your service. Anything you do differently can be a differentiator. 

Elevate 3 or 4 of them that are most meaningful to your audience as your main differentiators that you’ll communicate throughout your marketing materials. 

Whatever time your potential customers give your brand—a glance at your logo design, skimming your website, scrolling through your social media posts—you need to make the most of it. You differentiators help express your uniqueness, fast.