1. vision
What do you envision for your company's future?

2. mission
What is the purpose of your business? Why does it exist?

3. path to profit
How will you attract people to your brand and make a profit?

4. ideal client
Who is your customer and why do they choose you?

5. usp
What is the unique reason people should choose your brand?

6. values
What values does your brand stand by and how will you communicate them?