... Articulating ...
Articulating your uniqueness: what can take you further
Of course, you never really KNOW your unique selling points or brand values, until you have articulated them. Indeed, the very act of putting them into English or designing them into a page or a screen can lead to further revelations and refinements to them.
In the end, you need to be able to describe them clearly and concisely, in language that is pitched correctly for your core audience, and in terms that are likely to get them to act – to contact you, to engage with you, ultimately to buy.
The articulation of your brand will include words, certainly – definitions, messages, bullet points – but it will also involve colours, shapes, designs, tones and names that fit with your brand, and that will form the building blocks of your image, your presence in the marketplace, your sales and marketing collateral.