The Brand Strategy Field Guide

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Brand Direction

Brand Direction Resource Guide:

Purpose, Mission, Vision, and Values

How to define the guardrails that keep your brand on track.
Topics Include:

  • Core Purpose Statement
  • Vision Statement
  • Mission Statement
  • Core Values

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Brand Direction Articles:

Brand Archetypes

Brand Archetypes Resource Guide:

12 Brand archetypes

Brand Archetype Definitions

Give your brand a character that connects with customers.

Topics Include:

  • The 12 Archetypes
  • Archetype Characteristics
  • Archetype Colors
  • Brand Examples

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Brand Archetypes Articles:

Key Messages

Key Message Resource Guide:

Key Message resource guide

Key Messages

Capture and express the unique value your brand provides to its target customers.

Topics Include:

  • Key Message Definition
  • Key Message Exercises
  • Brand Examples
  • Key Questions

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Key Message Articles:

Brand Positioning

Brand Positioning Resource Guide:

Brand positioning strategy

Brand Positioning Strategy

Discover and communicate your unique, differentiated value.

Topics Include:

  • 3 Step Process
  • Positioning Exercises
  • Competitive Differentiation
  • Brand Examples

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Brand Positioning Articles:

Customer Jobs to Be Done

Customer Jobs Resource Guide:

Jobs to Be Done resource guide

Jobs To Be Done

Align your brand with the motivations and desired outcomes of your customers.

Topics Include:

  • Definition and Examples
  • Grading Jobs
  • Job Story Format
  • Implementing Jobs

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Customer Jobs Articles:

Brand Tone of Voice

Tone of Voice Resource Guide:

Tone of Voice resource guide

Tone of Voice

Define the emotional qualities that align your communication with your customers.

Topics Include:

  • Tone of Voice Definition
  • Brand Tone Exercises
  • Brand Examples
  • Key Questions

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Tone of Voice Articles:

Branding Case Studies

Branding Case Study Resource Guide:

Branding case study resource guide

Well Known Brand Strategy Case Studies

Analysis and insights on popular brands to help shape your own brand strategy.

Topics Include:

  • Visual Identity
  • Brand Positioning
  • Key Messages & Tone
  • Marketing Content

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More Branding Guides

PESTEL Analysis

The external factors that impact and shape your brand’s ability to grow.

Topics Include:

  • 6 Core Categories
  • Analysis Exercise
  • PDF Template
  • Brand Examples

Brand Strategy FAQ

Definitions and exercises for the most common brand questions.

Topics Include:

  • Brand Identity, Name
  • Brand Personality, Voice
  • Brand Story
  • Brand Promise

Brand and Marketing Articles (Explore The Full Blog)

Branding and Marketing Fundamentals

One-sheets packed with definitions, exercises, and examples for each core section of your brand

Big Picture

Where is your business headed and how will you get there?

Topics Include:

  • Core Purpose
  • Vision Statement
  • Core Values
  • Goals and Objectives


How well do you really know your customers’ needs and priorities?

Topics Include:

  • Target Customer
  • Jobs to be Done
  • Job Stories
  • Elements of Value


Does your company own a unique strategic position compared to your competitors?

Topics Include:

  • Competitive Set
  • Competitive Landscape
  • Strategy Canvas
  • Competitive Analysis


Do you meet your customers’ most important needs in a unique way?

Topics Include:

  • Capabilities
  • Unique Value Proposition
  • Problem / Solution Fit
  • Value Chain


Do your customers (and your team) know exactly what you stand for?

Topics Include:

  • Mission Statement
  • Tone of Voice
  • Brand Archetypes
  • Brand Identity


Are you tapping into your customers’ emotions with your communication?

Topics Include:

  • Keywords
  • Key Messages
  • Content Strategy
  • Social Media Strategy