Before making content, decide who your brand is for.
Start with the audience and their reasons to choose you. Give every piece of communication a clear direction.
Understand the problem before shaping the message
Begin with three questions: who should see this, what problem are they facing, and why might they choose us? Specific answers make it easier to decide which ideas deserve attention.
Turn positioning into a daily decision
Put the audience, their needs and their reasons to choose you on one page. Use it to review topics, visuals and calls to action. Treat this as a starting point for discussion rather than a universal formula.