The Brand and Marketing Field Guide

Free resources, examples, definitions, and insights to help you get the most out of your business.

Brand Strategy Workbook

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DIY Strategy Course

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Brand Strategy Deep Dive Topics

Exercises and examples for some of our most popular topics

Big Picture Direction

Define the guardrails that keep your brand on track.

Topics Include:

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

Brand Archetypes

Create content that speaks to your customers.

Topics Include:

  • The 12 Archetypes
  • Archetype Characteristics
  • Archetype Colors
  • 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

Brand Strategy FAQ

Definitions and exercises for the most common brand questions.

Topics Include:

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

Brand Experiments

Define and implement tests to grow your brand.

Topics Include:

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

Brand Strategy Core Focus Topics

Definitions, exercises, and examples for the core areas of your brand and 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