Our ideal customer wants to grow and knows his next leverage are his leadership skills.
To attract our ideal customers, we decided to position ourselves as "The #1 Leadership Excellence Library - in The World." Within our topic, we help customers with researched proven strategies to achieve an Excellence in three key areas:
1) Self Mastery, 2) High Performance, 3) Effective Communication.
Our brand is based on a feeling of "Prestige." Brand's descriptive words are "Ambitious | Results Oriented | Respected | Aspirational | Elite." This concept of branding comes from Sally Hogshead, I recommend you to look at her book Fascinate for this project and your future business, but here is a video explanation from her workshop: https://youtu.be/cA1tqgqY7GE?t=21m34s
We aspire to be an embodiment of what we preach ("Leadership Excellence").
Our brand should inspire people, empower them, be extraordinary in things we do (starting with design). Our business helps people grow and unleash their full potential.