How do you deliver on the needs and aspirations of your customers? First you have to establish the needs and priorities of your own company. Though it may seem obvious, many brands often put the cart before the horse. Going through a positioning process can help bring focus to a company, enabling refinement of the brand into a short essence that can be consistently delivered to propel the brand’s worth over time. In this worksheet, we help link the brand card structure to a series of steps that will help a company craft a new value proposition.