The Branding and Marketing Field Guide
Free branding guides, examples, definitions, and templates to help you improve your marketing and grow your business.
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Brand Strategy Deep Dive Topics
Exercises and examples for some of our most popular topics
Purpose, Mission, Vision, and Values
Define the guardrails that keep your brand on track.
Topics Include:
- Core Purpose Statement
- Vision Statement
- Mission Statement
- Core Values
Brand Archetypes Definition
Create content that speaks to your customers.
Topics Include:
- The 12 Archetypes
- Archetype Characteristics
- Archetype Colors
- Brand Examples
Brand Positioning Strategy
Communicate your unique value to customers.
Topics Include:
- 3 Key Steps
- Positioning Exercises
- Key Questions
- Brand Examples
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
PESTEL Analysis
The external factors that impact growth.
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 Strategy Core Focus Topics
Definitions, exercises, and examples for the core areas of your brand and business
1. Brand Purpose
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. Branding
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
