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Every brand should have a concise written document that encapsulates its essence. This form should succinctly include brand name, brand category (purpose), brand distinction, (this is not the fact you love your customers or that your product is quality, but some truly distinct attribute) brand promise (an emotional payoff), brand personality, brand visual code, and brand key language.

If you can’t articulate this information in writing, there is a good chance your market, employees, customers, and stakeholders have no clue who you are or what your brand stands for.