The Tonality or brand character determines how the brand should be perceived.
It doesn’t have to be directly linked to the Read more “What is the tonality or brand character”
What is the support to the brand promise? The Support or reason why is part of the Copy Strategy and it helps customers believe the promise the brand makes, so it is linked to the brand benefit, if any. Read more “What is the support to the brand promise?”
The Copy Strategy determines what to tell customers about your brand, so to win their preference.