At Growth Engine, we use the "Brand Building" as a simple format/model that can help dimensionalize the main elements of a brand's positioning. These elements include both:
- External conditions: "competitive frame," "target audience," and "consumer insight" (i.e. ways to view the brand from the outside in).
- Consumer's view of the brand: "benefits," "differentiator," "reason to believe," "personality and values," and "essence" (ways to look at the brand "from the inside out)."
