> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-strategy.md).

# Brand Strategy

<figure><img src="/files/W5pX0hu9NwVrEu87nzd2" alt=""><figcaption></figcaption></figure>

### What is it?

Clarify how your brand creates value, and for whom.

### Why it matters

Like the heart, this Part ensures decisions are grounded in meaningful value for a defined audience. It connects what the company does to why it matters. When this part is strong, decisions consistently create value that people recognise and choose. When this part is weak, decisions become internally focused, disconnected from customer needs, and harder to justify.

### AoM Structure

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[Brand Strategy](/the-aom-model/layer-two-fundamentals/brand-strategy.md)
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[Audience](/the-aom-model/layer-two-fundamentals/brand-strategy/audience.md)
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[Target Audience](/the-aom-model/layer-two-fundamentals/brand-strategy/audience/target-audience.md)
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[Customer Funnel / Loop](/the-aom-model/layer-two-fundamentals/brand-strategy/audience/customer-funnel-loop.md)
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[Journey Map(s)](/the-aom-model/layer-two-fundamentals/brand-strategy/audience/journey-map-s.md)
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[Value Proposition(s)](/the-aom-model/layer-two-fundamentals/brand-strategy/value-proposition-s.md)
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[Brand Value Proposition](/the-aom-model/layer-two-fundamentals/brand-strategy/value-proposition-s/brand-value-proposition.md)
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[Product / Service Value Proposition(s)](/the-aom-model/layer-two-fundamentals/brand-strategy/value-proposition-s/product-service-value-proposition-s.md)
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[Positioning](/the-aom-model/layer-two-fundamentals/brand-strategy/positioning.md)
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[Brand Positioning Statement](/the-aom-model/layer-two-fundamentals/brand-strategy/positioning/brand-positioning-statement.md)
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[Brand Personality](/the-aom-model/layer-two-fundamentals/brand-strategy/positioning/brand-personality.md)
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[Perceptual Positioning Map(s)](/the-aom-model/layer-two-fundamentals/brand-strategy/positioning/perceptual-positioning-map-s.md)
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