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The brand message must also address how the value proposition is to be delivered and realized.
The Tonality plays a major role.
It is the way in which the brand message is communicated to the target group. The tonality brings the character of the company to life. This helps the audience understand the brand better and identify with it.
In order to develop a tonality for a brand, it is important to know the target group first.
Because only when the needs and motivations of a target group have been identified can the right people be addressed and actively involved with the brand message.
The Target group must therefore be defined; it is best to divide it into different personas that represent the different types of people who will buy in the future. The tonality can be adjusted slightly for each persona in order to appeal equally well to each persona without changing the brand message.
The objective, strengths and their opportunities, weaknesses and their risks, the brand's mission statement, the consumer benefit, the reason why, the visual and color language - these are all core topics of a brand that form its basic framework.
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