Brand strategy

Brand Strategy

Define a distinct and cohesive brand identity system using structured exercises for purpose, positioning, voice, and archetypes.

Features

• Brand Purpose & Core Values: Exercise templates to identify the brand's core mission and operational principles.
• Archetype & Personality Profiling: Frameworks to choose archetypes (e.g., Creator, Outlaw) and map personality traits.
• Positioning & Messaging Matrix: Formulate positioning statements, taglines, narratives, and elevator pitches.
• Verbal Style Guidelines: Define communication dos/don'ts to standardize copy across channels.

Workflows

1. Run a Positioning Workshop

To clarify positioning and differentiate from competitors:

1. Analyze Competitors: List 3-5 key competitors and map their primary messaging angles.
2. Define target audience: Detail the Ideal Customer Profile (ICP) and their core paint point.
3. Formulate the Positioning Statement:

   For [target customer], who [statement of need/opportunity], [product/brand] is a [product category] that [compelling benefit/reason to buy]. Unlike [primary alternative], we [statement of primary differentiation].
   

2. Craft Taglines & Elevator Pitches

To condense the strategy into memorable copy:

1. Gather Keywords: Extract 10 core words from your purpose and positioning exercises.
2. Generate Options: Draft 20 tagline options using descriptive, emotional, or point-of-view frameworks.
3. Apply the Billboard Test: Filter the options. Could someone understand your point of view if they drove past it at 60 mph?
4. Draft the 30-Second Pitch:

   [Problem] -> [Unique Mechanism] -> [Concrete Outcome]
   

Playbook Checklist

• Step 1: Discover & Align
  • Document the brand purpose ("Why we exist beyond making money").
  • Select 3 core operational values.
• Step 2: Brand Persona
  • Select a primary and secondary brand archetype.
  • Map 4 distinct personality adjectives.
• Step 3: Messaging Matrix
  • Finalize the core positioning statement.
  • Write 3 approved tagline options.
• Step 4: Style Guide
  • Define "We sound like X, not Y" guidelines.
  • Create a list of blacklisted industry jargon terms.