What it means
Signals are the visual and verbal cues that help people identify your brand and associate it with a relevant offer.
How to do the work
Choose a small set of repeatable cues. Apply them to the offer page, advertising, sales documents and partner material. Test attribution with buyers. Keep real product and service differences explicit.
What to produce
A compact identity kit, with fixed rules and worked examples.
A useful check
Do buyers recognise the source, or only the category?
See it in context
Follow all five practices through a concrete buying situation. Each example is illustrative and states its limits.
Explore the examples ↗