Have you identified and validated your customer group?

Customers are purposeful with the brands they associate with in the current economy. Your first step is to identify their core values (what they genuinely care about), then determine how your brand values and your value proposition (product) align and brings value to them — this is normally done using a framework.

Beyond your product, identify what you do, why you do it, and why it is important. Once all this information is gathered, you should have enough data to craft a straightforward story that resonates with your target group — clarity and consistency are vital to impact customer behavior.