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📌 Uncover the core of the brand: name, goals, purpose, and strategic landscape.
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What is the official brand name? Include variations, abbreviations, or public-facing forms.
What are the short-term and long-term goals for this brand or sub-brand?
What are you offering? Product, service, experience, or combination?
What value does this brand deliver? Why does it matter now?
Who else is in this space? What are they doing well or poorly?
What makes this brand distinct? This is the “only we…” or “unlike others…” line.
List strengths, weaknesses, opportunities, and threats relevant to the brand.
Who is the target person? Be specific about life stage, values, desires, pain points.