Draw Up Your Brand’s Road Map

Product fit charts have been helpful clarifiers internally. Just the conversation that arises in creating a product fit chart opens doors and avenues that may have been closed or thought of as “sacred cows” that no longer serve the brand or your customers anymore.

In my work with the Celestial Seasonings tea catalog, it wasn’t enough to use generic words like “beverage accessories” or even “tea gifts.” Those words also could describe its top five main competitors. We needed core, brand-specific words Celestial Seasonings’ competitors wouldn’t use. (A great exercise when you’re stuck creating your own fit chart is to try to construct your competitors’ product fit charts.)