Every brand needs a point, a sharp definition of its purpose that will stick in people's minds. Points are good because they stick into things. This book helps you find yours. It stands to reason that a company that is aligned behind a shared point will have a better chance of success than one that isn't. However, making the choice about what that one point is can be hard to do. A Brand Strategy can do this. This book introduces the Brand Arrow, an easy to follow framework to enable marketing novices, start-ups and mature organisations to write their own brand strategy.Each Brand Arrow contains the vision, proposition, valued, key messages and customer profiles that will ensure your brand's logo, website, social media, brochures and sales pitches find their target.