Notion tip: Share this one-pager with your whole company to align everyone with your messaging. You can keep it in your company wiki so it's front and center!
The positioning model
What is it?
Be descriptive.
What are the customer benefits?
How does it improve customers’ lives?
What is its personality?
If your product, company or service was human and you met at a cocktail party, how would you describe them?
The branding pyramid
Product attributes
The "bits and bytes" of what your product offers — the things that deliver benefit to customers.
Product benefits
How does your product improve customers’ lives?
Emotional benefits 
If your product does a great job delivering benefits, how do you want your customers to feel? Emotion makes brands memorable.
Something bigger 
In the next decade or two, how might your product or service dent the universe? Think big.
The concept summary
Your concept summary
It must answer the question: Do people understand who I am, my benefits, my personality and the something bigger I will represent?