What problem does my company solve? Does anybody care?
What is my value proposition? Is it distinctive? Is it relevant to my customers?
When people think about my company or product, what are the feelings and associations I want them to have? Are they unique? Can we “own” them?
What are the functional benefits that we deliver to our customers?
What are the emotional benefits that only we deliver to our customers?
What kind of personality will my brand have?

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