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Brand Framework

This is the foundation for your brand. It distills the necessary research and observations about your company, market and audience into one succinct overview. It supports how you will talk, look, act, hire and scale your company. You’ll walk away with a tool you can use to promote consistency and build internal consensus on what makes your brand unique. 

This is the foundation for your brand. It distills the necessary research and observations about your company, market and audience into one succinct overview. It supports how you will talk, look, act, hire and scale your company. You’ll walk away with a tool you can use to promote consistency and build internal consensus on what makes your brand unique. 

When you need it

  • When making a business model pivot
  • To support a market or product-line expansion
  • Establishing unity for teams who are communicating different messages
  • To clarify who you are and what you stand for
  • For alignment of company and audience values
  • To spend marketing dollars wisely
  • To stand for something greater than the founder's original idea
  • To attract employees that best fit your culture
 

The parts

  • Positioning
  • Audience segment(s)
  • Value propositions
  • Brand promise
  • Company vision
  • Brand personality and archetype
  • Behavioral pillars
  • Origin story