# Become a Brand Leader

From the *Become a Brand Leader* framework.

## Every Brand Leader Must Know

### Brand Foundation
- Brand Story
- Brand Positioning
- Positioning Statement
- Functional Benefits
- Emotional Benefits
- Reason to Believe

### Consumer Understanding
- Target Consumer
- Consumer Insights
- Consumer Enemy (what frustrates your ideal client)
- Consumer Analytics

### Communications
- Creative Brief
- Creative Idea
- Communications Strategy
- Advertising Tone

### Media Mix
- Earned Media (PR, press, word of mouth)
- Owned Media (website, blog, email list)
- Shared Media (social media)
- Paid Media (advertising)

### Business Operations
- Strategic Plan (Vision, Key Issues, Strategies, Tactics)
- Organisation Culture and Values
- Talent and Training
- Service Systems
- Forecasting and Budgets

## For Estate Agents
Apply brand leader thinking to:
- How your listings are presented
- How your marketing looks and feels
- How clients experience your service
- How your team represents the brand
- How you're perceived vs competitors

> "Everything you do every day either builds or destroys your brand equity."