Target audience exploration and identification - to whom should you be focusing your marketing communications? What do they care about? What is special about them? Communications exploration and refinement - how should you be telling your target audience about what you have to offer? What words, claims, images, ideas, expressions will have maximum effect? Brand exploratory and development - what differentiates you in the marketplace that will drive preference among your competitors? What stands out about you that matters to your target audience? Value proposition development - what benefit do you provide and what components of your offer back it up? What is the ‘hook’ that your audience will remember and drive to action? Customer experience development - how will interacting with your brand or product inspire delight, engagement and advocacy? What do you need to tell your customers, and how will you tell them to ensure continued loyalty through change?