What does your brand have to offer? What makes it unique (secret sauce)?
Who wants your products or services? Why do they want them?
How does what you have to offer satisfy what your customers want? Where is the value connection between your product/service and their need/want?
What your brand stands for? How customers feel when using your products/services?
The enduring CORE of the brand. What do customers really feel and really think about your brand? Fuses all the key rational and emotional equities into a single thought that differentiates the brand.