If your brand offers a complex product or a service that is difficult to explain (maybe because there’s nothing to compare it to), consider using a metaphor as the roadmap for how you talk about your brand or explain the complexities of what it offers. When leading clients down this path, we often ask:
What does your product represent to customers?
How does your brand deliver value?
Where does your brand fit into your customers’ lives?
How do you connect your offering to your brand’s promise?