We believe that the most successful brands focus on selling points that simultaneously meet all three of the criteria below—a powerful combination we call our 3D BRANDING FRAMEWORK©. We've noted that moderately successful brands typically focus on selling points that meet two of the criteria, and failing brands just one or even none.
As part of our signature Brand Discovery Package, we will work to uncover your organization's "three Ds" and then craft brand messaging that effectively conveys them.
The selling point or value proposition is unique to your organization. You are the only one (or one of just a few) doing it, or doing it well.
The selling point or value proposition is authentically who you are, not just marketing fluff or wishful thinking. It is truly true, and you can back it up with sufficient evidence and examples.
A sizable number of prospective customers find the selling point or value proposition compelling. It is not so niche-y that it would prevent adequate sales volume.