Chapter 3

Do people follow a brand for products, or transformation?

Khách theo thương hiệu vì sản phẩm, hay vì họ đổi khác?

The chapter's question

How does a brand turn its promise into tangible reality?

Big idea

Brand delivers transformation through a unique method, a product that serves the hero, proof that builds trust, and consistency across every touchpoint.

In this chapter

  1. Part 3.1

    The Method: Your Unique System

    Which 3 to 5 steps do you repeat when serving your first 10 customers, and what name do you give that sequence?

  2. Part 3.2

    The Product: Tool for Transformation

    Of your product's 5 main features, for how many can you write a sentence saying where it takes the hero from and to?

  3. Part 3.3

    Proof: Why People Should Believe You

    Of the proof you currently have, how many pieces prove transformation rather than just satisfaction?

  4. Part 3.4

    Consistency: Aligning Everything

    Among your 5 touchpoints of website, social, email, sales pitch and support, which one is saying something different from the brand's belief?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Modern Brand Platform - How Startups Build Brands That Create Movements is free to read right here.

Read in Conan School

Chapters of Modern Brand Platform - How Startups Build Brands That Create Movements

  1. 1.Does a brand start with a logo or a belief?
  2. 2.Does a brand need an enemy?
  3. 3.Do people follow a brand for products, or transformation?
  4. 4.Does a brand belong to the company or its followers?