The Brand Gap Review

Write your brand’s obituary as if it were 25 years in the future and the company has just shut down.

Fill in the blanks: "Our brand is the ONLY [category] that [how you are different] for [who your customers are] in [where you are located] who need [why you are important]". The Brand Gap

If your competitor’s logo looks just as good (or better) on your product, you have a Brand Gap . A strong brand icon should fit its company like a "tailored suit"—if it fits anyone else, it’s not distinctive enough. 2. The "Brand Obituary" (The Best Strategic Feature) Write your brand’s obituary as if it were

Are you clearly different from everyone else? A strong brand icon should fit its company

What would people say they missed the most? If the answer is just "good prices," you haven't closed the gap. This exercise forces you to articulate a core purpose in 12 words or less. 3. The "Onliness" Statement (The Best Positioning Feature)

These features move the topic from abstract theory into a tangible, "fun" activity for your audience or team. 1. The "Swap Test" (The Best Visual Feature)