Brand wedge litmus test

Brand wedge is meant to be a source of truth on how your brand will look, speak and behave. Your brand wedge needs to be extremely clear from the beginning since all further decisions will be based on that.

But how do you test is your brand wedge is correct / in the right direction?

TO recap, the brand wedge statement is:

If [my industry] perception is [category problem], and my user feels [user pain point], then my brand will always [user non-negotiable]

JTBD <> Brand wedge

Remember the Netflix example from the module? When netflix started out, it's JTBD was to solve for trust and awareness. The same reflected in it's brand wedge.

The JTBD of your brand and your brand wedge should essentially convey the same thing

If your brand JTBD is to create awareness, the brand wedge should be reflective of that

If you brand JTBD is to create distribution, your brand wedge should be reflective of that

From our previous Airbnb example:

JTBD: Airbnb started as a push product. They had to convince both hosts and travelers to trust the idea of home-sharing.

Core value prop: For travelers who want to experience authentic local stays and avoid traditional hotels, Airbnb is the home-sharing marketplace that provides unique, affordable, and community-driven accommodation experiences.

Brand wedge: If the short-term accommodation industry perception is expensive and impersonal, and my user feels a lack of authentic travel experiences, then my brand will always prioritise safety and provide affordable, unique local stays.

Give people a situation, brand wedge and observe

Brand wedge is meant to bring consistency across everyone on what your brand footprint is. Hence, it's very important that you get people aligned to it.

The best way to do this is give 5 different people a situation, and ask them to take a call based on the brand wedge. If they are able to take similar calls which is in sync with the brand wedge (negotiables and non-negotiables), then you're in the right direction.

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