What's included

• Positioning

  Defines how the brand stands out in the market and in the minds of the target audience. It highlights the unique value or benefit the brand provides and pinpoints exactly where it fits among competitors.

• Mission

  Articulates the core purpose of the brand—why it exists and the impact it aims to make. It serves as a guiding principle for decision-making and day-to-day operations.

• Vision

  Describes the long-term aspiration of the brand—where it wants to be in the future. It acts as an inspiring goal that motivates the team and shapes strategic direction.

• Core values

  Fundamental principles that guide the brand’s decisions, behaviors, and internal culture. They serve as the moral and ethical foundation of the brand.

• Attributes

  Distinct qualities that define the brand’s personality and identity, helping it stand out in the marketplace.

• Keywords

  Key words or phrases that capture the brand’s tone and essence, ensuring consistency across all communications.

• Target audience

  A detailed profile of the group(s) the brand aims to engage, including demographics, psychographics, and specific needs or preferences.

• Verbal communication

  Tone of voice, messaging style, and language guidelines to maintain coherence in written and spoken communication.

• Visual communication

  Design elements such as color palettes, typography, and imagery that create a cohesive look and feel for the brand.