Part 3: Defining the Brand Continued

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In this third part of the Skool OS CORE videos you will see Jose explain the process to the Trojan Storage Client and start the first exercise; defining core attributes and coming up with a core brand statement.

Annotations:
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0:49 Describe our ideal customers
4:05 Create space for divergent points of view
4:37 What is our voice? Define the brand personality
6:08 Listen for key attributes and expand on them
6:55 Discover the emotional benefits of the brand
9:10 Make a distinction between qualitative and quantitative benefits
11:16 Tie together business attributes, benefits, culture, and voice into a compelling vision statement that benefits users

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