Target audience: Formed out of the insights into the target customer, GTF Technologies will create a succinct statement of who the target audience is and what they are looking for from the brand

Concept statement: Articulate the brand’s core personality and the emotional and functional benefits of the consumer’s experience

Cultural essence and traits: GTF Technologies will capture the brand’s ethos and point of view in a crisp, evocative statement, while 4-5 traits will be identified as key pillars that feed into that essence, forming the heart – or the core – of the brand

Benefits and proof points: Tangible reasons to believe in the brand