- Can be used to determine the content, tone and messaging for all internal and external communications, including product, employee and customer stories
- Should be consistently told and demonstrated in all applications and operations
- Will help guide employees in day-to-day business activities
- Will evolve to ensure relevancy in the marketplace, and a consistently strong brand identity
- Helps perpetuate the buying cycle of awareness, consideration, trial and purchase
- Communicates your brand's values, points of differentiation and competitive advantages in a way that is meaningful and memorable to consumers