When creating a brand driver, which aspect should you avoid considering?

When creating a brand driver, it's important to focus on authentic and realistic elements that truly represent the brand and its offerings. Fabrications of functions refer to the creation of imaginary or exaggerated features that do not genuinely exist within the brand's products or services. This approach can lead to confusion and mistrust among consumers, undermining the credibility and integrity of the brand.

In contrast, considering target audience preferences, brand values, and market positioning is essential. Understanding what your audience values helps in crafting meaningful messages that resonate with them. Similarly, aligning the brand with its core values ensures consistency and builds a strong connection with consumers. Lastly, clear market positioning informs how the brand differentiates itself from competitors, allowing it to establish a unique identity in the marketplace.

Thus, avoiding fabrications of functions keeps the brand authentic and trustworthy, which is crucial for long-term success.