brand-strategy

Brand Strategy

Brand Positioning Framework

Complete this statement — if you can't, your positioning isn't clear enough:

For [TARGET AUDIENCE] who [NEED/SITUATION],
[BRAND] is the [CATEGORY]
that [KEY DIFFERENTIATOR]
because [REASON TO BELIEVE].

Example:

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Positioning Inputs Checklist

• Target audience defined with specificity (not "everyone")
• Category clearly named (or intentionally created)
• 1-2 differentiators that are true, relevant, AND defensible
• Proof points for each differentiator (data, patents, methodology)
• Competitive alternatives identified (including "do nothing")

See references/positioning-worksheet.md for the full exercise.

Messaging Hierarchy

Tagline (5-8 words)
├── Value Proposition 1
│   ├── Proof Point 1a
│   └── Proof Point 1b
├── Value Proposition 2
│   ├── Proof Point 2a
│   └── Proof Point 2b
└── Value Proposition 3
    ├── Proof Point 3a
    └── Proof Point 3b

Rules:

• Tagline: emotional. Value props: rational. Don't mix them.
• 3 value propositions maximum — more dilutes the message
• Every proof point must be verifiable
• Test messaging with real prospects, not your team

See references/messaging-matrix.md for the audience × message mapping template.

Brand Voice & Tone Guide

Voice = personality (constant). Tone = mood (varies by context).

Voice Definition Template

Define your voice on 4 spectrums:

Tone by Context

See references/voice-tone-guide-template.md for the full framework.

Visual Identity System

Color palette structure:

• Primary: 1-2 brand colors (used for CTAs, key elements)
• Secondary: 2-3 supporting colors
• Neutrals: 4-5 grays from near-white to near-black
• Semantic: Success, warning, error, info

See references/visual-identity-checklist.md for the complete audit list.

Brand Audit Methodology

Run annually or before major repositioning.

1. Internal audit: Survey employees on brand perception, review all touchpoints
2. External audit: Customer interviews (10-15), prospect surveys, social listening
3. Competitive audit: Map competitors on key perception dimensions
4. Touchpoint inventory: List every place the brand appears, score consistency
5. Gap analysis: Internal perception vs external perception vs desired perception

Competitive Positioning Map

Plot brands on a 2×2 matrix using the two dimensions that matter most to your audience:

        High Price
            │
  Premium   │   Luxury
  Niche     │   Established
            │
Low ────────┼──────── High
Innovation  │         Trust
            │
  Disruptor │   Value
  Challenger│   Incumbent
            │
        Low Price

Pick axes that reveal whitespace. Common pairs: price/quality, innovation/trust, simple/powerful.

Brand Architecture

Decision criteria:

• How related are the offerings? → Related = branded house
• Does the parent brand help or hurt? → Helps = endorsement
• Different audiences entirely? → House of brands
• Need to acquire and keep separate? → House of brands

Naming Strategy

Name types:

Naming checklist:

• Domain available (.com or acceptable alternative)
• Trademark search clear in target markets
• No negative meanings in key languages
• Pronounceable by target audience
• Social handles available (or acquirable)
• Passes the "phone test" (say it, can they spell it?)

Brand Story Framework

1. ORIGIN:    Why we started (the problem we couldn't ignore)
2. MISSION:   What we do and for whom (present tense)
3. VISION:    The world we're building toward (future tense)
4. VALUES:    How we operate (3-5, actionable not generic)
5. PROOF:     Evidence we're living this (metrics, stories, milestones)

Values anti-patterns: "Innovation," "Integrity," "Excellence" — if every company claims it, it's not a differentiator. Make values specific and behavioral: "Ship before it's comfortable" > "Innovation."

Brand Guidelines Document Structure

1. Brand Overview (positioning, story, values)
2. Logo Usage (versions, spacing, minimum size, misuse examples)
3. Color System (palettes, accessibility ratios, usage rules)
4. Typography (typefaces, hierarchy, sizing scale)
5. Imagery & Illustration (style, dos and don'ts)
6. Voice & Tone (guide + examples by context)
7. Layout & Grid (spacing system, templates)
8. Digital Applications (web, email, social templates)
9. Print Applications (business cards, signage, swag)
10. Co-branding Rules (partner lockups, minimum requirements)

See references/brand-guidelines-template.md for a starter document.