Brand Promise: Value
Goal: Show you understand.
Strategy: Be the best for a fair price.
Personality to project: the regular guy, the guy next door, the guy who ‘gets It.’
Ideal Customer: The everyman appeals to consumers who just want value. They don’t want to peruse long, complex copy, and they don’t care to compare the features of multiple products. They just want a solution at a good value. These customers can be quite loyal once they find your brand…if you keep your quality consistent. That’s the catch: they want quality and value.