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Create a New Brand D.N.A.
Brand DNA
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D- DIFFERENCE: What's Your Difference
1. *What makes you stand out amongst others in your field?
2. What is signature to your brand?
3. What is hard to copy, duplicate or reproduce?
4. What do your customers rave about?
5. What do others (competitors, critics etc.) Dislike about you, or the way you do things?
N- NON-NEGOTIABLES: What are your Non-Negotiable Values
1. *What values do you stand by no matter what.
2. Which worldviews, beliefs, or ideologies do you have that you wouldn't mind rallying around?
3. What unique POV's (point of views) helps you navigate through life?
A- AUDIENCE: Describe Your Target Audience.
1. *Who is your ideal customer?
2. If you had to pick
only one
existing (or ideal) customer who would that be?
3. What qualities and traits do they have that makes them Ideal?
Describe them here:
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Audience Avatars
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Connect with Us
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Project
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Timeline
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Audience Avatar
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Avatar Name
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Brief Description
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Avatar Type
Super Avatar
Sub Avatar or Segment
Checkboxes
Confirmed?
By UX research, and/or actual purchases
Avatar Sex
Female
Male
Female Avatar Image
Male Avatar Image
Custom Profile Image
Avatar Age
Occupational/Professional Life Status & Description
Family & Personal LIfe Status & Description
Annual Income Amount
Hangs
Hang: Name
Hang Type
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Offline
Hang: URL (if applicable)
Hang: Description
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Pains
Pain: Name
Pain Type
Internal
External
Pain: Category
Other
Pain: Category
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Strains
Think about the day in the life of your Ideal Customer. What are the daily jobs, tasks and/or responsibilities your ideal customer has to deals with everyday? (First in life in general, THEN in and around the problem you solve.)
Strain: Name
Strain Type
In Life In General
Around Core Problem we solve
Strain Category
Other
Strain Category
Categories help to group similar strains together
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Gains
Gain: Name
Aspiration, Goal, Internal or External
Gain Type
Internal
External
Gain Category
Other
Gain Category
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Lang
Lang
Write out some veribage, keywords, and vocabulary your audience uses frequently. How does your avatar describe her pain, problem. What stories do they communicate to themselves and/or others.
Lang: Category
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Lang: Category
Categories help to group similar language together
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