Brand Value Gut-Check

Our 3-Question Framework

So many executive teams talk about brand like it’s decoration: a campaign, a logo, a tagline. But real brand value isn’t built on surface polish or trying to be “better” than the next competitor. It’s built on clarity and courage: clarity about the space you own, and courage to defend it even when it makes people uncomfortable. If your brand can’t answer these three questions with conviction, you’re not creating value…you’re likely leaking it to competitors who will.

1. Who are we willing to make uncomfortable?

The strongest brands have an enemy. If your positioning doesn’t challenge assumptions or make a competitor sweat, you’re not creating value, you’re camouflaging.

2. What whitespace are we willing to own?

We hear “But we’re better than them. They can’t really deliver.” all the time. “Better” is a dead end. Category-defining brands win by claiming the territory competitors can’t (or won’t) touch and building relentlessly in that space. Commitment matters here.

3. Does our story make the choice obvious?

Complexity kills deals. Not just sales but investor deals too. If your story doesn’t make the decision effortless, you’re already conceding ground. Clear stories shorten sales cycles, defend margin, and scale growth

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