Lighthouse Identity Brand Model

Lighthouse Identity Brand Model

• 1.
  Lighthouse Identity: BuildingBrand Positioning Lighthouse Identity is about projecting a clear, purposeful and intense view of the world to customers, until they take notice, even if they are not looking for you
• 2.
  VALUES UNIVERSAL TRUTH PROMISE PROJECTION Lighthouse Identity:Overview PERSONAS What is at the core of this category that the brand can exploit? What are the pillars, values, or components that the brand manifests? What makes the brand special, unique, differentiating What we shout to the World with intensity and purpose
• 3.
  Big used tomean reliable. Big used to mean sensible. Big used to mean good enough. But not any more. At TTT Small is the new Big. Small is the new Great. Small means nimbleness and flexibility Small means no red tape and getting things done. Small is the new Big. Small means Caring about customers. Small means exceeding expectations Small means making customer lives easier and better. Small is the new Big. Small is getting customers what they want, not telling them what they will have Small is trusting our team to go further for customers Small is trusting our team to reach higher for customers Small is the new Big Small is Doing the Right thing Small is going the extra mile Small is relishing in the challenge TTT. Where Small Matters. EXAMPLE MANIFESTO: TTT
• 4.
  EXAMPLE MANIFESTO: TTT Achallenge to the mediocre The Big and the mediocre like things the way they are. They don't want things to change. They like low expectations. For The Big and the mediocre, Good Enough, is enough. Good enough is all they want. Doing the bare minimum on a trip and moving on is enough for them. At TTT, GOOD ENOUGH, is not enough. At TTT, mediocre is a swear word. At TTT, SMALL is better. Smallness means we do so much more than the mediocre. Smallness means nimbleness.