Welcome to the Brand Workbook - your interactive guide to crafting a compelling brand.
Through a series of questions, you'll define your value proposition, develop your brand identity, and shape your company's storytelling.
Brand Value Proposition
Brand Purpose
What do we do?
Beyond trying to sell a product or service, why do we do what we do?
🖊️ [Write your answer here]
How do we do it?
Concretely, what do we offer to customers? How does it work?
🖊️ [Write your answer here]
Brand Purpose Statement
Empty AI Block
Who are we committed to?
Main groups of people who are influenced by the brand. Be as detailed as possible and include Brand Personas and informations on all priority targets of the marketing & communication strategy. Add as many as apply.
[Target (ex. customers, employees, shareholders)]
Targets
Empty AI Block
What is our vision?
What do you want to achieve?
🖊️ [Write your answer here]
How do we see the future?
What we aim to achieve in the future and how we envision the brand, considering our products and services, the evolution of the target market and the company’s growth.
🖊️ [Write your answer here]
What impact do we want to have?
The positive impact the brand aims to have on customers, employees, and the broader community in the future.
🖊️ [Write your answer here]
Targets
Empty AI Block
What is our mission?
🖊️ [Write your answer here]
What are the company’s goals?
3–5 long-term goals and how will these business goals deliver value to customers?
🖊️ [Write your answer here]
A concise and powerful statement of the company’s core purpose, outlining its main goals and the long-term value it aims to deliver to customers, employees, and stakeholders.
Some real world examples: 💡 Airbnb’s mission is “to create a world where anyone can belong anywhere, providing local, authentic, diverse, inclusive, and sustainable experiences.” It emphasizes the goal of fostering connections and enhancing travel experiences. 💡 Spotify’s mission is “to unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.” It highlights the focus on empowering artists and connecting them with their audiences.
What are our brand values?
Define and describe the 5 most important values. Explain why they matter and how they will influence the company culture, decision-making process, and brand identity.
[Value + Description]
How does your brand differentiate?
List 3–5 unique selling points (USPs) of the brand.
[USP]
Brand values are the driving forces behind a company’s actions, they form the foundation of its relationships with customers and all stakeholders. Some real world examples: 💡 Coca-Cola’s brand values include optimism, inclusivity, and refreshment. They aim to inspire moments of happiness and bring people together, promoting a positive attitude and creating a sense of belonging among their consumers. 💡 Amazon’s brand values include customer obsession, long-term thinking, and operational excellence. They prioritize customer needs, continuously innovate, and strive for efficiency and effectiveness in their operations.
Who’s the competition?
List 3 to 5 main competitors and describe their strengths and weaknesses
[Competitor Name] [Website link] [Strengths] [Weaknesses]
Brand Identity
What is the current Brand Name?
Do we want to keep the current Brand Name?
IF YES SKIP TO PAYOFF
IF NO What do we like about the current name?
[Write your answer here]
What don’t we like about the current name?
[Write your answer here]
What kind of names do we like?
There are six different types of brand names and pretty much every Company in the world falls into one of them. Select the types you like and consider suitable for your business.
Do we already have any new Brand Name idea?
[Write your answer here]
Do we currently have a payoff?
[Insert Payoff]
[Current Payoff]
What do we like about the current Payoff?
[Write your answer here]
What don’t we like about the current Payoff?
[Write your answer here]
Do we already have any new Payoff idea?
[Write your answer here]
What are some Payoffs from other brands we really like?
[Write your answer here]
What are some Payoffs from competitors/comparables?
[Write your answer here]
Do we already have any new Payoff idea?
[Write your answer here]
Do we currently have a logo?
A Logo is normally made by a Logomark and a Logotype.
Example:
[Upload Logomark]
[Upload Logotype]
[Upload Logomark]
[Upload Logotype]
[Upload Logo(s), Logomark, Logotype, etc.]
What do we like about the current Logo?
[Write your answer here]
What don’t we like about the current Logo?
[Write your answer here]
What are other brands’ Logos we like?
[Write your answer here]
What are some Logos from other brands we really like?
[Write your answer here]te your answer here]
Do we already have any new Logo idea?
[Write your answer here]
Do we currently have a color palette?
Include all the Primary and Secondary Colors in your Brand Palette.
Include all the Primary and Secondary Colors in your Brand Palette.
What do we like about the current Palette?
[Write your answer here]
What don’t we like about the current Palette?
[Write your answer here]
Which colors should be suitable for our brand?
[Write your answer here]
Which Brand has a Palette we like?
[Write your answer here]
Which colors should be suitable for our brand?
[Write your answer here]
Have we chosen one or more Fonts?
Include all the Primary and Secondary Fonts.
Include all the Primary and Secondary Fonts.
What style of Fonts do we like?
[Insert examples and descriptive words]
What style of Fonts do we like?
[Insert examples and descriptive words]
Do we have a defined Tone of Voice?
Which adjectives describe your TOV?
[Insert adjectives]
What are some examples?
[Insert examples of sentences based on your TOV]
Which adjectives describe your current TOV?
[Insert adjectives]
Why do we want to rework the TOV?
[Insert answer]
Which Brand has a TOV that might resonate with our audience?
[Insert answer]
Do we have an idea about what type of TOV should we have?
[Insert answer]
Which Brand has a TOV that might resonate with our audience?
[Insert answer]
Bonus question: Which Brands have a strong identity in our opinion?
List 5-6 names of famous brands, competitors, brands operating in the same industry or resonating with the same audience.
[Write your answer here]
Company Storytelling
What’s our promise?
Craft a Positioning Statement outlining the promise that will define the Brand & Company in a few words.
[Company Name] is doing [offering] to help [target audience] [solve a problem] with [secret sauce]
When was the company founded?
[Write your answer here]
What motivated the Founders to launch the startup?
[Write your answer here]
What has been the journey so far?
Include milestones, challenges and successes, investment round, acceleration programs, awards and anything that can support the narration of the Company’s story.
[Write your answer here]
What are the primary messages our brand should consistently communicate?
List 3-5 Key Messages
[Key Message]
Try to be:
- Concise. 1-2 sentences with a maximum of 3 commas.
- Compelling. Your audience should want to learn more.
- Relevant. This information is need-to-know and is not the place to try to stuff everything you want to say.
- Focused on value.
Who are the Spokespeople?
Insert Founders profiles and bios for anybody who will act as a spokesperson for the Company.
[Name]
[Role]
[Bio]
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