Library
Workshop content library
Everything the workshop draws on: archetypes, verified-source Indian examples, frameworks, the quiz and a plain-language glossary.
- Aided awareness
- The share of people who recognise your brand when they see or hear its name in a list. Easier to win than unaided awareness.
- AIDA
- Attention, Interest, Desire, Action. A simple order for writing an ad so it moves people from noticing you to doing something.
- Archetype
- A familiar character type, like the Hero or the Caregiver, that gives your brand a personality people recognise instantly.
- Brand
- What people say about you when you are not in the room. Not your logo; the feeling and expectation your name creates.
- Brand gap
- The distance between how you see your brand and how customers actually see it.
- Brand identity
- Who you say you are: your purpose, values, personality, name, look and voice.
- Brand image
- How people actually see you. It is built from every interaction, ad, review and conversation.
- Brand strategy
- The plan for closing the gap between identity and image, so the right people see you the way you want to be seen.
- Brand tension
- Two words that pull against each other, one reassuring and one edgy, like "mindful × daredevil". It keeps a brand interesting.
- Category
- The shelf customers put you on in their head, such as "outdoor apparel" or "tax software".
- Customer language
- The exact words customers use, in any language. It is gold for ads, because people respond to how they actually talk.
- Differentiator
- Something true about you that matters to customers and that competitors cannot easily claim.
- Elevator pitch
- What you would say about your business in about 30 seconds, clearly enough for a stranger to repeat it.
- Empathy map
- A four-box board (thinks, feels, says, does) that helps the team step into a customer's shoes.
- Golden Circle
- Simon Sinek's idea that strong brands start with why they exist, then how they work, then what they sell.
- Look & feel
- The visual side of a brand: colours, type, photography, packaging and how it all comes together.
- Market gap
- The difference between where you rank among the alternatives today and where you want to rank.
- Mission
- What you do every day, and for whom, to move towards your vision. It must be true today.
- Onliness statement
- A test sentence that starts "We are the only…". If a competitor could truthfully say it too, keep working.
- Opportunity gap
- An unmet customer need, missing touchpoint or product idea the competition has left open.
- Perceptual map
- A simple two-axis chart that shows where you and your competitors sit in customers' minds, and where empty space is.
- Persona
- A realistic, named profile of one ideal customer, built from research, that helps the team make decisions.
- Positioning
- The specific place you want to own in your customer's mind compared with the alternatives.
- Positioning statement
- An internal sentence: for whom, what you are, what you give and why they should believe it. Not a tagline.
- Purpose
- Why you exist beyond making money: the change you want to make in people's lives.
- Reason to believe
- The proof that makes your promise credible: a process, a fact, a credential or a track record.
- Share of voice
- Your brand's share of the conversation (ads, posts, mentions) in your category compared with competitors.
- Tagline
- A short public line that sums up your promise. It comes from the strategy; it is not the strategy.
- Target audience
- The group of people you most want to reach. Being for everyone usually means being for no one.
- Tone of voice
- How your brand sounds in words, from Instagram captions to invoices and WhatsApp replies.
- Touchpoint
- Any place a customer meets your brand: Instagram, a store, a delivery box, a WhatsApp chat or a review.
- True fan
- A customer who buys repeatedly and recommends you without being asked.
- Values
- The three to five beliefs that guide behaviour, especially when the right choice is the harder one.
- Value proposition
- The main benefit a customer gets from you, said in their terms rather than yours.
- Vision
- The future world you are working towards. It describes the world, not the company.