| Supporting examples 90 words (9 examples @ 10 words each) | |
| Elevator pitch 50 words | |
| Positioning statement 35 words | |
| Headline benefits 24 words (3 benefits @ 8 words each) | |
| Mission statement 20 words | |
| Brand pillars 15 words (3 pillars @ 5 words each) | |
| Target audience 15 words | |
| Brand promise 10 words |
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