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

7. Practice

Do you use experiments and metrics to actively grow and improve your business?

Topics Include:

  • Lean Experiments
  • Validated Learning
  • Time Boxing
  • Where to Start