Problem
—
Brand Blueprint
0%
Personas
Name
Type
Geography
Industry
Location / Market
Psychographics
Current Problem
What they say
What they think
What they mean
Desired Outcome
What they say
What they think
What they mean
Failure
Short Term
Long Term
Anti-Role Model
Success
Short Term
Long Term
Role Model
Voice
WHOTargeting Script
Enemy
Origin
Authority
The Advantage
•
•
Your brand
•
•
•
•
•
•
Voice
WHYPositioning Script
Before
Bottlenecks
Failure
—
Failure Stories
After
Outcome
—
Breakthroughs
Success
—
Success Stories
The Bridge
Methodology
Timeline
Voice
WHATTransformation Script
Offers
Name
Linked Persona
Promise
Model
From … to … in … with …
Transformation (overrides the line above)
Disqualifiers
•
•
Qualifiers
•
•
Proof
Objections
What they say
What they mean
Answered by
Stories
Roadmap
Bottlenecks
•
•
•
Phases
1
2
3
Obstacles
Deliverables
Event Milestones
Metric Milestones
Investment
Price
Schedule
Initial effort
Ongoing effort
Guarantee
Type
Guarantee
Terms
Urgency
Loss — Cost of Inaction
Qualitative
Quantitative
Per year ($)
Gain — Return on Investment
Qualitative
Quantitative
Estimated Value
Estimated ROI
Value stack — Label | amount
Days to live / to results
Scarcity
Capacity
Deadline
