The Brand and Marketing Field Guide
Free resources, examples, definitions, and insights to help you get the most out of your business.
1. The Big Picture
Where is your business headed and how will you get there?
Topics Include:
- Core Purpose
- Vision Statement
- Core Values
- Goals and Objectives
2. Customers
How well do you really know your customers’ needs and priorities?
Topics Include:
- Target Customer
- Jobs to be Done
- Job Stories
- Elements of Value
3. Competition
Does your company own a unique strategic position compared to your competitors?
Topics Include:
- Competitive Set
- Competitive Landscape
- Strategy Canvas
- Competitive Analysis
4. Offering
Do you meet your customers’ most important needs in a unique way?
Topics Include:
- Capabilities
- Unique Value Proposition
- Problem / Solution Fit
- Value Chain
5. Brand
Do your customers (and your team) know exactly what you stand for?
Topics Include:
- Mission and Positioning
- Tone of Voice
- Brand Archetypes
- Brand Identity
6. Marketing
Are you connecting with your target customers by tapping into their emotions?
Topics Include:
- Keywords
- Key Messages
- Content Strategy
- Social Media Strategy
Brand Strategy Deep Dive Topics
Exercises and examples for some of our most popular topics
Jobs to Be Done
Align your brand with the motivations of your customers.
Topics Include:
- Definition and Examples
- Grading Jobs
- Job Story Format
- Implementing Jobs
Brand Archetypes
Create content that speaks to your customers.
Topics Include:
- The 12 Archetypes
- Archetype Characteristics
- Archetype Colors
- Brand Examples
Brand Experiments
Define and implement tests to grow your brand.
Topics Include:
- Lean Experiments
- Validated Learning
- Time Boxing
- Where to Start
