Get more money for your products and services.

Brand Identity Breakthrough

by Gregory Diehl

Module 01

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 Get more money for your products and services.

1. Define your idea -

“Why should this exist?”

Be as specific as you can here. You

can’t just copy another product or
service on the market. There needs
to be a legitimate hole you are filling
by introduction a new method of val-
ue exchange. People have to need
something they aren’t getting. Ques-
tions have to be asked that are going
answered. Pain must go unresolved,
or pleasure longed for. You need a
newer, better way of getting to a par-
ticular destination. What are you try-
ing to accomplish?

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 Get more money for your products and services.

2. Define your target -

“Who needs this specifically?”

The more specifically you understand

the problem you are trying to solve,
the easier it will be to understand
what kind of person is going to get
the most out of it. If you solve only a
generic problem, or one that already
has an adequate solution, there is no
obvious way to answer this question.
Your target market will be directly
correlated with the specificity of your
value proposition.

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 Get more money for your products and services.

3. Define their needs -

“Why should they care?”

Whatever specific problem you solve

should be big enough to warrant
those afflicted by it going out of their
way to learn about your solution and
change their previous buying behav-
ior. You may also be asking them to
make a significant lifestyle change if
they are to begin using your product
or service. So... Why should they do
that? What makes it all worth it? If you
don’t know, neither will they.

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 Get more money for your products and services.

4. Define yourself -
“Why should they buy it from me?”

The final piece of the puzzle, and the

one which goes most often neglect-
ed, is clearly defining the personality
that will be delivering this value. Ex-
change is a type of relationship, and
people form relationships with other
people. You’re going to have a very
hard time getting your message and
your products across without having
a tailored and relatable personality to
represent your brand. What are the
emotional characteristics, features,
and values that define you and your
brand as a personality?