Company Name

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Brand Strategy for

Brand Core

Brand Positioning

Brand Persona

Purpose

Vision

Values

Audience

Market

Goals

Personality

Voice

Tagline

1

Find the purpose behind what you do.

CONTRIBUTION

IMPACT

WHAT

HOW

WHY

BRAND CORE

5 min

1

2

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END EXTREME POVERTY IN ALL FORMS BY 2030.

ENSURE INCLUSIVE AND QUALITY EDUCATION FOR ALL

ENSURE ACCESS TO AFFORDABLE & SUSTAINABLE ENERGY

REDUCE INEQUALITY WITHIN AND AMONG COUNTRIES

TAKE URGENT ACTION TO COMBAT CLIMATE CHANGE AND ITS IMPACTS

PROMOTE PEACE, JUSTICE AND INCLUSIVE INSTITUTIONS

END HUNGER, ACHIEVE FOOD SECURITY & IMPROVE NUTRITION

ACHIEVE GENDER EQUALITY AND EMPOWER WOMEN

PROMOTE ECONOMIC GROWTH & PRODUCTIVE EMPLOYMENT

MAKE CITIES AND COMMUNITIES SUSTAINABLE AND SAFE

CONSERVE OCEANS AND SEAS FOR SUSTAINABLE DEVELOPMENT

PROMOTE GLOBAL PARTNERSHIP FOR SUSTAINABLE DEVELOPMENT

ENSURE HEALTHY LIVES AND PROMOTE WELL-BEING

ENSURE AVAILABILITY OF WATER AND SANITATION

BUILD INFRASTRUCTURE, PROMOTE INDUSTRIALIZATION

ENSURE RESPONSIBLE CONSUMP- TION AND PRODUCTION PATTERNS

PROMOTE SUSTAINABLE USE OF

TERRESTRIAL ECOSYSTEMS

Causes To Support

BRAND CORE

3

Action Verbs

BRAND CORE

Knowledge

Understand

Apply

Create

Analyze

Evaluate

Define

Identify

Describe

Recognize

Explain

Recite

Memorize

Illustrate

Quote

State

Match

Recognize

Select

Examine

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Solve�Change�Relate�Complete�Use�Teach�Articulate�Discover�Transfer�Show�Demonstrate�Involve�Dramatize�Produce

Connect�Relate�Devise�Correlate�Illustrate�Distill�Conclude�Categorize�Take Apart�Problem-Solve�Differentiate�Deduce�Conclude�Devise

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Plan�Grade�Revise�Refine�Grade�Argue�Support

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Inspire

4

Write your Purpose Statement

BRAND CORE

Combine your primary contribution and impact

to draft the purpose statement.

To

.

CONTRIBUTION

IMPACT

To inspire others to do the things that inspire them, so that together we can change the world for better.

, so that

5

Brand Vision — Have a vision of where you’re going.

BRAND CORE

5 min

2

ASPIRATION

IDEAL

Now

5 years

10 years

15 years

6

Our vision is to become…

Write your Vision Statement

BRAND CORE

Combine your primary aspiration and category

or use ideal to draft your vision statement.

To be the premier purveyor of the finest coffee in the world.

To be the world’s best quick service restaurant experience.

A

IDEAL

.

.

To be

ASPIRATION

CATEGORY

, of

7

Brand Values — Determine your core values and philosophies.

BRAND CORE

10 min

3

Negative

Positive

Experience

Feelings

8

Define your top Brand Values

BRAND CORE

Pick 3 to 5 top values to ensure those positive experiences and feelings. Describe shortly what they stand for.

Leadership — The courage to shape a better future.

Collaboration — Leverage collective genius.

Accountability — If it’s to be, it’s up to me.

Passion — Committed in heart and mind.

Diversity — As inclusive as our brands.

9

Core Values

Values commonly used by brands & businesses.

BRAND CORE

Authenticity

Achievement

Adventure

Authority

Autonomy

Balance

Beauty

Boldness

Compassion

Challenge

Citizenship

Contribution

Creativity

Curiosity

Determination

Enthusiasm

Fairness

Faith

Friendships

Fun

Growth

Happiness

Influence

Inner Harmony

Justice

Kindness

Knowledge

Leadership

Learning

Love

Loyalty

Meaningful Work

Openness

Pleasure

Punctuality

Recognition

Reputation

Respect

Responsibility

Security

Self-Respect

Service

Spirituality

Stability

10

Target Audience — Know your audience to resonate with them.

BRAND POSITIONING

5 min

4

Goals

Impact

Problems

Desires

11

EXTREMES

X

Y

DIFFERENCE

BENEFIT

Y

X

Market Analysis — Analyze your market to find opportunities.

5

BRAND POSITIONING

5 min

12

Write Your Positioning Statement

BRAND POSITIONING

We help

CUSTOMER

.

To achieve/experience

, unlike

who

PROBLEM

BENEFIT

COMPETITIVE ALTERNATIVE

our solutions

CUSTOMER

We help all consumers who want to purchase products online to experience quick delivery, unlike other online retailers our solutions are customer-centric with passion for innovation, and commitment to operational excellence.

Sample Extremes

Speed

Price

Performance

Ingredients

Purity

Sustainability

Obviousness

Maintenance cost

Safety

Security

Edge

Distribution

Network effect

Imminence

Visibility

Trendiness

Privacy

Professionalism

Difficulty

Elitism

Danger

Experimental

Limited

Personalized

14

BRAND POSITIONING

AWARENESS

High impact

X

Awareness Goals — Set marketing goals to bring awareness.

6

BRAND POSITIONING

5 min

15

Low impact

Difficult

Easy

Awareness Goals

Word of mouth

Email Marketing

Blog (content marketing)

Socila Media Marketing

Social Media (organic)

Videos

Refferal program

Affiliate program

Flyers

Brochures

Stationery design

Business cards

Website

Promotional items

Events

Direct mail

Press releases

Tradeshows

Search marketing (SEO)

Telemarketing

Point-of-Purchase Marketing

Guest Posting

Influencer Marketing

Pay per click (PPC)

TV Ads

Community engagement

16

BRAND POSITIONING

————±±

​

Knowledge

Brand Personality — Define the personality of your brand.

7

BRAND PERSONA

5 min

ARCHETYPAL MIX

Innocent

Creator

Sage

Ruler

Explorer

Caregiver

Hero

Lover

Magician

Jester

Outlaw

Everyman

Freedom

Service

Control

Innovation

Safety

Liberation

Power

Mastery

Intimacy

Enjoyment

Belonging

Desire

17

————±±

18

Archetypes: Drive & Fear

BRAND PERSONA

Innocent

Sage

Explorer

Outlaw

Magician

Hero

Drive

Fear

Simplicity

Honesty

Wisdom

Expertise

Adventure

Exploration

Change

Liberation

Belief

Transformation

Growth

Mastery

Complexity

Deceit

Ignorance

Misinformation

Confinement

Immobility

Conformity

Dependence

Doubt

Stagnation

Downfall

Incompetence

Lover

Jester

Everyman

Caregiver

Ruler

Creator

Drive

Fear

Affection

Sensuality

Happiness

Positivity

Connection

Equality

Service

Gratitude

Power

Success

Originality

Imagination

Rejection

Loneliness

Sadness Negativity

Isolation

Exlusion

Neglect

Blame

Weakness

Failure

Familiarity

Duplication

18

State your Attitudes

BRAND PERSONA

What do you love and why?

We love revolution because we want to change the world for the better.

We hate regulations because they restrain our freedom of choice.

.

What do you hate and why?

.

With your archetypal mix in mind, answer these

questions in the way your brand views them.

19

Brand Voice — Project a compelling voice for your brand.

8

BRAND PERSONA

5 min

HUMOUR

Funny

Serious

FORMALITY

Casual

Formal

RESPECT

Sassy

Respectful

ENTHUSIASM

Enthusiastic

Matter of fact

20

Project your Tone of Voice

BRAND PERSONA

We are

We’re funny, but not sarcastic.

We’re friendly, but not sappy.

.

With your tone of voice in mind, fill in the blanks

to describe how you want to sound to others.

, but we’re not

We are

.

, but we’re not

We’re authoritative, but not bossy.

We’re sympathetic, but not cheerful.

21

Tone of Voice

22

BRAND PERSONA

List of detailed tone of voice descriptors

Authoritative

Caring

Cheerful

Coarse

Conservative

Conversational

Casual

Dry

Edgy

Enthusiastic

Formal

Frank

Friendly

Fun

Funny

Humorous

Informative

Irreverent

Matter-of-fact

Nostalgic

Passionate

Playful

Professional

Provocative

Quirky

Respectful

Romantic

Sarcastic

Serious

Smart

Snarky

Sympathetic

Trendy

Trustworthy

Unapologetic

Upbeat

Brand Tagline — Create a mind map to fuel creativity.

8

BRAND PERSONA

20 min

Brand Tagline — Craft a memorable tagline to seal the deal.

9

3 min

BRAND PERSONA

Imperative

Descriptive

Superlative

Provocative

Specific

Just do it

Think Different

Open happiness

Expect more. Pay less.Imagination at work.

Ideas worth spreading.

A diamond is forever.

King of beers.

Ultimate driving machine.

Got milk?

Where else?

Where’s the beef?

Happy hunting.

Love the skin you’re in.

Drivers wanted.