1. Phonami One Keeping automated data simple

2. Brand Every brand has a story. Those that tell it well, win loyalty.

3. Brand Promise How we want people to feel when they interact with us

4. what we promise

5. What makes us different

6. What are our values and beliefs

7. Vision Our long term thoughts on where the brand can go. (1-6 strategic plan)

8. Purpose Why we do it

9. Goals The things we want to achieve with our brand

10. Key issues what is getting in the way of our goals

11. Strategies Options

12. Tactics specifics to achieve strategic options

13. Target Slice of the population or in other words- our sweet spot (positioning 7-9)

14. Expected Result planned action we want our target to take that makes our brand bigger

15. Main Message What we say and how we talk to them to get the result we want

16. Execution We become something that makes their lives better.

17. Support We need to let them know why we can do what others can't, and better.