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Brand Strategy OS: Think like a brand builder
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Your Brand

Your living brand book
The framework upon which this brand strategy is built includes nine core “elements,” which are grouped into three strategic “pillars.” Each of these components is outlined in brief below.
Some elements include narrative explanations that bring the underlying ideas into sharper relief or explain how they relate to other elements in the strategy. For a more detailed discussion of the framework itself, refer to .
Pillar: Meaning
This is the “heart” of your brand, where you decide why you exist, where you're going and the principles that will guide you as you travel there.
Purpose
Your purpose statement describes your “why,” the motivation that drives your work.
This is where your purpose statement will appear.
Vision
Your vision statement describes your “where,” an idealized version of your brand and its impact on the world.
This is where your vision statement will appear.
Values
Your values framework describes your “how,” the operational principles that allow you to consistently fulfill your brand promise. For a more detailed discussion of this element — and to see the exercises that led us here — refer to the section of .
Value No. 1 — This is where you’ll describe what this value means for your organization.
Value No. 2 — This is where you’ll describe what this value means for your organization.
Value No. 3 — This is where you’ll describe what this value means for your organization.
Value No. 4 — This is where you’ll describe what this value means for your organization.
Pillar: Market
This is the “brain” of your brand, where you square the meaning with the market.
Positioning
Your positioning statement communicates the unique value you provide in your market, vis a vis your closest competitors.
This is where your positioning statement will appear.
Audience
Your audience personas paint a picture of your primary audience group or groups, so that you can empathize and communicate with them more effectively. Click on the cards below to see a full analysis.
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Persona No. 1
Description
You’ll summarize this persona here.
Share of Audience
000
75

Competition
Your competitive matrix is a simple scatter chart illustrating your key competitors, the core dimensions along which you compete (i.e. price, quality, etc.) and how you are positioned within your industry.
Dimension X
Dimension Y
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Created with Highcharts 9.3.1

Definitions

Pillar: Message
This is the “face” of our brand, where we define the voice that will best resonate with our audience and set us apart from others who are vying for their attention.
Tagline
Your tagline is a succinct, customer-facing statement that communicates your purpose and positioning in your own distinct brand voice.
Your Brand — This is where your tagline will appear.
Persona
Your archetypal profile defines your brand’s personality in terms of a primary and secondary Jungian archetype.
Caretaker
Caretaker
Caretaker
75
Everyman
Everyman
Everyman
24
Definitions
Caretaker — The Caregiver loves to act as a mentor or guide, supporting and defending those around them. Usually consistent, trustworthy, and responsive, this archetype is a shoulder to lean on in times of trouble. They’ll protect and care for anyone that falls into their circle. Since the Caregiver wants to be of service to others, they fear being selfish or ungrateful. Such fears often lead them to be exploited by people, becoming a martyr to the needs of others. Overall the compassion and generosity of this archetype makes them well loved.
Everyman — The Everyman comforts others by virtue of their authenticity, honesty, and hardworking nature. They’re happy to support and collaborate with others because of their belief that all people should have equal rights and opportunities. This archetype’s deep need to belong can leave them anxious that they’ll be left out or stand out from the crowd. Sometimes they’d prefer to lose their individuality in order to fit in, making them cynical about others’ uniqueness. Generally, you’ll find they’re open, honest people full of grit and empathy.
Voice Guidelines
Your voice guidelines consist of three deliverables: a tonal profile that outlines the dimensions of your brand voice at a high level, a set of more detailed voice descriptors and a series of copy samples that illustrate how to express your voice in a variety of emotional contexts. For a more detailed discussion of this element — and to see the exercises that led us here — refer to the section of .
Tonal Profile
Your tonal profile presents a visual overview of your tone of voice across the four primary dimensions of tone.
Humor
too humorless
acceptable range
too humorous
10 - 47
Formality
Too informal
Acceptable Range
Too formal
12 - 43
Enthusiasm
Not enthusiastic enough
Acceptable Range
Too enthusiastic
29 - 72
Respect
Not respectful enough
Acceptable Range
Too enthusiastic
77 - 79
Voice Descriptors
These descriptive pairs lend additional nuance and definition to your brand’s voice, outlining the boundaries of your tone along several more dimensions.
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This
That
This is where you’ll provide additional context on this voice descriptor.
This
That
This is where you’ll provide additional context on this voice descriptor.
This
That
This is where you’ll provide additional context on this voice descriptor.
This
That
This is where you’ll provide additional context on this voice descriptor.
Copy Samples
These writing samples illustrate how to express your brand voice in a variety of emotional contexts. We chose to focus on the simplest of formats — the email subject line — and the most basic of human emotions (happiness, sadness, fear/surprise and anger/disgust) in order to highlight the role that empathy should play in modulating our tone of voice. Click on each sample for a detailed explanation of this analysis.
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This is where you’ll describe the context for this writing sample.
View Sample
This is where you’ll describe the context for this writing sample.
View Sample
This is where you’ll describe the context for this writing sample.
View Sample
This is where you’ll describe the context for this writing sample.
View Sample

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