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BRAND BELIEF WORKBOOK
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ART DIRECTION GUIDE 2025
TABLE OF CONTENTS
SECTION 1 - THE MOVIE
04 BRAND ARCHETYPE
05 THE “MOVIE”
06 DEFINE THE ENEMY
SECTION 2 - EXERCISES
07 PERSONAL BELIEFS
08 PERSONAL BELIEFS
09 BRAND BELIEFS
10 BRAND BELIEFS
SECTION 3 - EDIT
11 EDIT PAGE
12 SYSTEM LINEUP
13 FINAL STRESS TEST
SECTION 4 - FINALIZE BELIEF SYSTEM
14 FINAL BELIEF SYSTEM
15 A FINAL NOTE
16 END
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
BRAND BELIEFS WORKBOOK
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
Defining your brand’s personality archetype creates clarity, consistency, and emotional resonance with your audience. Archetypes act as a framework that shapes how your brand communicates, behaves, and connects on a deeper level. By aligning with an archetype you give your audience a recognizable “character” to rally behind, making your brand feel less like a faceless entity and more like a living person. This helps cut through noise in saturated markets because people instantly understand who you are and what you stand for.
Archetypes also provide a foundation for storytelling, marketing, and creative direction. They guide tone of voice, visuals, content, and experiences, ensuring every interaction reinforces a consistent narrative. This consistency builds trust and loyalty, because audiences are drawn to brands that feel authentic across all touchpoints. A defined archetype isn’t just a branding exercise, it’s the backbone of lasting connection, turning casual followers into passionate fans.
BRAND ARCHETYPE
BRAND BELIEFS WORKBOOK
05
INSERT YOUR ARCHETYPE
OR ARCHETYPE BLEND
IE: 80% HERO + 20% CREATOR
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
Think of your brand as a movie, when someone experiences it, they’re stepping into a world with a clear theme, tone, and storyline. Your elevator pitch is the trailer: a short, powerful glimpse that tells people what kind of story they’re about to watch, why it matters, and why they should stay tuned. It’s not just about what you sell, it’s about the bigger narrative your brand embodies. Are you telling an underdog story, a hero’s journey, a rebellious breakthrough, a story of an everyday person doing extraordinary things, a comedy, or a tale of deep human connection? Defining this “movie” gives your brand a frame that people instantly understand and feel drawn to.
When you craft your brand’s movie elevator pitch focus on two things: what the story is about (the core belief, mission, or transformation you represent) and why the audience should care (the emotional hook that makes them want to watch it unfold). The more you lean into the movie metaphor, the easier it becomes to explain your brand in a way that is memorable, relatable, and intriguing. You’re inviting people into a story that makes them feel something, one they’ll want to experience over and over again.
WHAT IS THE “MOVIE” ABOUT?
BRAND BELIEFS WORKBOOK
06
DEFINE THE BRAND’S “MOVIE”
WHAT IS THE AUDIENCE WATCHING?
Use this section to create a 1 paragraph elevator pitch for your brand’s movie. What’s the story about? Who are the characters? Is there conflict or tension? What’s make it interest for the audience to continually tune in?
Use this section to define the enemy. Who is in opposition to the brand?
Example 1: For an Explorer brand, who has chosen to explore the world and explore himself / herself thru art and travel, the enemy might be the mundane 9-5 or staying in the same place forever
Example 2: For a Hero brand, who by chasing their own dreams thru truth, honesty and art and is an inspirational figure living by example, the enemy might be the fear of regret of not trying, people saying “you can’t,” and your own personal demons
Use the section to the left moodboard some enemies. Images can easily be dragged and dropped in.
DEFINE THE ENEMY
07
CREATE A HIERARCHY OF ENEMIES
1.
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3.
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5.
6.
7.
8.
9.�10.
MUNDANE 9-5
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
BRAND BELIEFS WORKBOOK
Use this section to write out as many of your own personal beliefs, that should belong in this brand, as you like. These are beliefs that are personal and unique to you. Don’t worry about editing at this stage. Just write about concepts that feel personal. It should begin with “I believe.”
Example personal beliefs:
I believe that if one works hard enough anything is achievable. Each time I’ve really grinded it out I was able to hit the goal I set.
I believe that love always wins in any fight. My parents taught me that love is more powerful than hate could ever be. They showed me this in how they moved thru the word.
I believe that helping others connect thru art is the highest calling for any artist. All my life’s best memories and moments of connection came from art in some capacity. I want to give that back thru this project.
I believe that we should chase freedom whenever possible. I grew up in a way where I didn’t feel free and I didn’t feel like I belonged. With this project I want to create a space where we can all be free together.
PERSONAL BELIEFS
07
PERSONAL BELIEFS
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
BRAND BELIEFS WORKBOOK
I believe that if one works hard enough anything is achievable. Each time I’ve really grinded it out I was able to hit the goal I set.
I believe that love always wins in any fight. My parents taught me that love is more powerful than hate could ever be. They showed me this in how they moved thru the word.
I believe that helping others connect thru art is the highest calling for any artist. All my life’s best memories and moments of connection came from art in some capacity. I want to give that back thru this project.
I believe that we should chase freedom whenever possible. I grew up in a way where I didn’t feel free and I didn’t feel like I belonged. With this project I want to create a space where we can all be free together.
Use this section to write out as many of your own personal beliefs, that should belong in this brand, as you like. These are beliefs that are personal and unique to you. Don’t worry about editing at this stage. Just write about concepts that feel personal.
Example personal beliefs:
I believe that if one works hard enough anything is achievable. Each time I’ve really grinded it out I was able to hit the goal I set.
I believe that love always wins in any fight. My parents taught me that love is more powerful than hate could ever be. They showed me this in how they moved thru the word.
I believe that helping others connect thru art is the highest calling for any artist. All my life’s best memories and moments of connection came from art in some capacity. I want to give that back thru this project.
I believe that we should chase freedom whenever possible. I grew up in a way where I didn’t feel free and I didn’t feel like I belonged. With this project I want to create a space where we can all be free together.
PERSONAL BELIEFS
07
PERSONAL BELIEFS
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
BRAND BELIEFS WORKBOOK
If you need more space for more beliefs use this page.
Use this section to write out as many beliefs that could potentially be applied to this brand. These could have more to do with the archetype or what you want the community to stand for. It should begin with “We believe.”
Example brand beliefs:
We believe that bigger isn’t always better. We think that music can be more intimate and connective if it is experienced on a smaller scale.
We believe in doing our best and consistently striving for growth. Everything we are aligned to centers around becoming better for ourselves and the world.
We believe life is too short to take everything so serious might as well laugh your way thru. Life is dark. Why add to that darkness when you can create light thru laughter and comedy.
We believe that we are the same as every other human on the planet. We are everyday people trying to work hard and provide for our families.
BRAND BELIEFS
07
BRAND BELIEFS
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
BRAND BELIEFS WORKBOOK
We believe that bigger isn’t always better. We think that music can be more intimate and connective if it is experienced on a smaller scale.
We believe in doing our best and consistently striving for growth. Everything we are aligned to centers around becoming better for ourselves and the world.
We believe life is too short to take everything so serious might as well laugh your way thru. Life is dark. Why add to that darkness when you can create light thru laughter and comedy.
We believe that we are the same as every other human on the planet. We are everyday people trying to work hard and provide for our families.
Use this section to write out as many beliefs that could potentially be applied to this brand. These could have more to do with the archetype or what you want the community to stand for. It should begin with “We believe.”
Example brand beliefs:
We believe that bigger isn’t always better. We think that music can be more intimate and connective if it is experienced on a smaller scale.
We believe in doing our best and consistently striving for growth. Everything we are aligned to centers around becoming better for ourselves and the world.
We believe life is too short to take everything so serious might as well laugh your way thru. Life is dark. Why add to that darkness when you can create light thru laughter and comedy.
We believe that we are the same as every other human on the planet. We are everyday people trying to work hard and provide for our families.
BRAND BELIEFS
07
BRAND BELIEFS
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
BRAND BELIEFS WORKBOOK
If you need more space for more beliefs use this page.
Use this section to choose what you believe to be the strongest beliefs from everything you wrote. Lay those beliefs out here.
Look for redundancies. Are you saying the same thing twice with different beliefs. If so which one is the stronger of the different beliefs?
Do these feel like they are coming from a singular point of view or are their outliers?
If you’ve used some of your personal beliefs convert the “I believe” to “We Believe”
Use a Key Color to highlight the beliefs that make it thru the edit to the next stage.
EDIT PAGE
07
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
BRAND BELIEFS WORKBOOK
We believe that bigger isn’t always better. We think that music can be more intimate and connective if it is experienced on a smaller scale.
We believe in doing our best and consistently striving for growth. Everything we are aligned to centers around becoming better for ourselves and the world.
I believe that helping others connect thru art is the highest calling for any artist. All my life’s best memories and moments of connection came from art in some capacity. I want to give that back thru this project.
I believe that we should chase freedom whenever possible. I grew up in a way where I didn’t feel free and I didn’t feel like I belonged. With this project I want to create a space where we can all be free together.
We believe that bigger isn’t always better. We think that music can be more intimate and connective if it is experienced on a smaller scale.
We believe in doing our best and consistently striving for growth. Everything we are aligned to centers around becoming better for ourselves and the world.
We believe that bigger isn’t always better. We think that music can be more intimate and connective if it is experienced on a smaller scale.
We believe in doing our best and consistently striving for growth. Everything we are aligned to centers around becoming better for ourselves and the world.
I believe that helping others connect thru art is the highest calling for any artist. All my life’s best memories and moments of connection came from art in some capacity. I want to give that back thru this project.
I believe that we should chase freedom whenever possible. I grew up in a way where I didn’t feel free and I didn’t feel like I belonged. With this project I want to create a space where we can all be free together.
We believe life is too short to take everything so serious might as well laugh your way thru. Life is dark. Why add to that darkness when you can create light thru laughter and comedy.
We believe that we are the same as every other human on the planet. We are everyday people trying to work hard and provide for our families.
Use this section to present your list of beliefs that have been chosen thru the editing process
BELIEF SYSTEM LINEUP V1
07
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
BRAND BELIEFS WORKBOOK
We believe in pushing art further. Experimentation is a core part of our process.
We believe in making things that stand out from the other noise. We are comfortable being unique.
We believe their is allure and intrigue in darker subjects.
We believe in being “cool.”
We believe in honesty and truth even if that may uncomfortable for the audience.
We believe in being our authentic selves.
We believe in attaching our music to a strong visual language and memorable storytelling.
We believe in other artists and want to support them.
We believe “less” made well can have a great impact than a lot of mediocre “more.”
We believe fascination lies where others choose not to look.
We believe real excitement comes from the pursuit of exploration.
We believe every touch point is an opportunity to express.
We believe in our taste and expressing that.
We believe all the fun to be had lies in the shadows.
For this section make sure the belief begins with “We believe”
Use this section to edit down your list even further. Run each belief thru the final stress test of the following tests.
As a refresher of the different tests watch the back section of this video:
FINAL STRESS TEST
07
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
BRAND BELIEFS WORKBOOK
We believe in pushing art further. Experimentation is a core part of our process.
We believe in making things that stand out from the other noise. We are comfortable being unique.
We believe their is allure and intrigue in darker subjects.
We believe in being “cool.”
We believe in honesty and truth even if that may uncomfortable for the audience.
We believe in being our authentic selves.
We believe in attaching our music to a strong visual language and memorable storytelling.
We believe in other artists and want to support them.
We believe “less” made well can have a great impact than a lot of mediocre “more.”
We believe fascination lies where others choose not to look.
We believe real excitement comes from the pursuit of exploration.
We believe every touch point is an opportunity to express.
We believe in our taste and expressing that.
We believe all the fun to be had lies in the shadows.
STRESS TESTS
1 - The Hater Test
Do these beliefs create a clear enemy? Someone who would be in opposition to this set of beliefs? Remember to have super fans you’ll also have superhaters.
2 - The Unique Test
Are any of these beliefs generic? If another brand would to adopt would be it be easy for them to “wear” if so it may be worth ditching or finding a more unique position on how to say.
3 - The Time Test
If trends change can this still be a belief in 5 years, 10 years or beyond?
4 - The Flip Test
If you were to reverse the belief would the same group still believe in it? If so it may not be strong enough.
5 - T-Shirt Test
Is it more of a slogan or a belief?
6 - The Pledge Test
If someone were to read the beliefs could they own it for their own identity?
This is redundant as they are too similar
Too vague?
Use this section to present your list of beliefs that have been chosen thru the editing process
BELIEF SYSTEM FINAL
07
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
BRAND BELIEFS WORKBOOK
We believe in pushing art further. Experimentation is a core part of our process.
We believe in making things that stand out from the other noise. We are comfortable being unique, strange or weird.
We believe the only way to win is to break boundaries. These boundaries should be broken boldly.
We believe their is allure and intrigue in darker subjects.
We believe in honesty and truth even if that may uncomfortable for the audience.
We believe in attaching our music to a strong visual language and memorable storytelling.
We believe “less” made well can have a great impact than a lot of mediocre “more.”
We believe fascination lies where others choose not to look.
We believe real excitement comes from the pursuit of exploration.
We believe every touch point is an opportunity to express.
For this section make sure the belief begins with “We believe”
A FINAL NOTE
07
This workbook is used as a tool to better define your brand and it’s beliefs. Use these exercises to explore, refine, and edit your brand’s belief system.
BRAND BELIEFS WORKBOOK
Brand Beliefs don’t always need to be outward-facing or something you showcase directly in your content. Some brands will express them publicly in different forms, but for many, the real value lies in having them as a foundational guide. They provide a framework that helps shape the story, drive content decisions, and give the brand something deeper to stand for beyond just the product or music it makes.
Hope this helps,
- Chris Alba
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