Tools and Examples - Business & Brand on a Page - Value Proposition - Positioning and Synthesis - Modulated Readouts

PURPOSE Why does your brand matter? What unique role does it play in the world or in the lives of your customers? What is the larger impact you aim to have? BELIEF A Brand Belief is a deeply held conviction that serves as a guiding principle for every decision action from a company or brand. It’s what we believe at our core, and the compass that points where we need to go. This isn't about what you do or how you do it, but about your fundamental beliefs that drive decision-making. BEHAIVORS Brand Behaviors are the direct manifestation and expression of the Beliefs and how they show up up and take from in the world. It’s the tangible, visible way the brand puts its beliefs into action. This could include marketing campaigns, product designs, corporate CSR initiatives, etc.

Personality is anchored in characteristics and traits Tone of Voice is its delivery (the style of communication) Form: the spoken and written word to emojis to sound design to typographic hierarchy Mechanics: cadence, pentameter, rhythm, inflection, etc Modulation: How we express the same thing to different audiences. The language we employ may adapt to the audience, but the spirit and intent would be true to our personality. Deliverables: - Tone of Voice - Rules of Construction - Value Proposition Applications - Copy Matrix