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Fill this page in once, then revisit quarterly. Every brief, campaign and calendar entry should trace back to what's written here.
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Why does the business exist, in one sentence?
For [target audience] who [need or problem], [brand] is the [category] that [key benefit], unlike [main alternative], because [reason to believe].
| Attribute | What it means | We sound like... | We never sound like... |
|---|---|---|---|
| e.g. Clear | Plain language, short sentences | A smart friend explaining it | Corporate jargon |
| Attribute 2 | |||
| Attribute 3 |
| Context | Tone dial | Notes |
|---|---|---|
| Educational content | ||
| Social media | ||
| Sales / conversion content | ||
| Customer support / sensitive topics |