The BMP includes a shiny compass (Mission and Vision Statement), a catchy catchphrase (Tagline), a trusty sidekick (Brand Promise), a rallying cry (Anthem), and a 4-step Branding Framework that spells out your brand’s WHAT, WHY, WHO, and HOW. Plus, a Marketing Cheatsheet to make sure your messages are hitting the mark and making ’em wanna buy, buy, buy!