A brand is not what it says it is, but what it makes its customers feel. Each one of us is a brand and as such we must define our services and build a consistent brand platform by understanding our value proposition, competitive advantage, differentiation, and identifying the consumer segment we are targeting, among other things.

Many business ideas fail because they do not have a consistent and well-defined brand platform.

Contents

Creation of the brand platform
Define the value proposition (Who am I / What am I).
Definition of products or services
Identify competitive advantage (differentiation)
Identify the customer and their needs (Who is the customer and what does he want)
Establish the competition and the options it offers
How to communicate and generate an emotional connection
Practical exercises