# Brand Strategy Framework

Based on research from [Marty Neumeier](https://www.martyneumeier.com/), [April Dunford](https://www.aprildunford.com/), [Brand New](https://www.underconsideration.com/brandnew/).

---

## Brand Strategy Components

### The Brand Stack
```
┌─────────────────────────────────┐
│         Brand Purpose           │  Why we exist
├─────────────────────────────────┤
│         Brand Vision            │  Where we're going
├─────────────────────────────────┤
│         Brand Mission           │  How we'll get there
├─────────────────────────────────┤
│         Brand Values            │  What we believe
├─────────────────────────────────┤
│       Brand Positioning         │  How we're different
├─────────────────────────────────┤
│        Brand Personality        │  How we show up
├─────────────────────────────────┤
│         Brand Voice             │  How we communicate
└─────────────────────────────────┘
```

---

## Brand Positioning

### Positioning Statement Template
```
For [target customer]
who [statement of need or opportunity],
[product name] is a [product category]
that [key benefit/reason to believe].
Unlike [competitive alternative],
we [key differentiator].
```

### Positioning Canvas
| Element | Question | Example |
|---------|----------|---------|
| Target | Who are we for? | Marketing teams at B2B SaaS |
| Category | What are we? | Marketing automation platform |
| Differentiation | Why are we different? | Built for PLG companies |
| Proof | Why should they believe us? | Used by 500+ SaaS companies |

### April Dunford's Positioning Framework
1. **Competitive alternatives** - What would they use if you didn't exist?
2. **Unique attributes** - What features are truly unique?
3. **Value** - What value do those features enable?
4. **Target** - Who cares most about that value?
5. **Market category** - What's the context for positioning?

---

## Brand Personality

### Brand Archetypes
| Archetype | Motivation | Brands |
|-----------|------------|--------|
| Innocent | Safety, happiness | Coca-Cola, Dove |
| Explorer | Freedom, discovery | Jeep, REI |
| Sage | Truth, wisdom | Google, McKinsey |
| Hero | Mastery, courage | Nike, FedEx |
| Outlaw | Liberation, revolution | Harley-Davidson, Virgin |
| Magician | Transformation | Apple, Disney |
| Regular Guy | Belonging | IKEA, Target |
| Lover | Intimacy, passion | Victoria's Secret, Godiva |
| Jester | Joy, fun | M&M's, Old Spice |
| Caregiver | Service, nurturing | Johnson & Johnson |
| Creator | Innovation, vision | Adobe, Lego |
| Ruler | Control, success | Mercedes, Rolex |

### Personality Spectrum
Rate your brand 1-5 on each spectrum:
```
Formal ←――――――→ Casual
Serious ←――――――→ Playful
Established ←――――――→ Innovative
Corporate ←――――――→ Friendly
Complex ←――――――→ Simple
Reserved ←――――――→ Bold
```

### Personality Traits Template
```
We are: [3-5 adjectives]
- Confident but not arrogant
- Approachable but not unprofessional
- Innovative but not reckless

We are not:
- Stiff or corporate
- Flippant or careless
- Confusing or technical
```

---

## Brand Voice

### Voice Dimensions
| Dimension | Description |
|-----------|-------------|
| Tone | Friendly, formal, witty, serious |
| Language | Simple, technical, casual, formal |
| Purpose | Educate, inspire, entertain, convince |
| Personality | Human traits in communication |

### Voice Guidelines Template
```
## Voice Principles

1. **Clear over clever**
   - We explain things simply
   - We avoid jargon
   - We get to the point

2. **Confident but humble**
   - We know our stuff
   - We admit what we don't know
   - We celebrate customers, not ourselves

3. **Helpful, not salesy**
   - We solve problems first
   - We educate before we promote
   - We respect their intelligence
```

### Voice Do's and Don'ts
| Do | Don't |
|----|----|
| Use contractions (we're, you'll) | Use formal language unnecessarily |
| Address reader directly (you) | Use passive voice |
| Use active verbs | Use buzzwords and jargon |
| Be specific and concrete | Be vague or abstract |
| Show personality | Be generic or boring |

### Voice by Channel
| Channel | Tone Adjustment |
|---------|-----------------|
| Website | Professional, clear, benefit-focused |
| Blog | Educational, conversational |
| Social | Casual, engaging, fun |
| Email | Personal, direct, helpful |
| Support | Patient, thorough, empathetic |
| Sales | Confident, consultative |

---

## Brand Messaging

### Messaging Hierarchy
```
Level 1: Brand Promise (1 sentence)
What we promise to deliver

Level 2: Value Propositions (3-5)
Key benefits we provide

Level 3: Proof Points (per value prop)
Evidence and features

Level 4: Messaging by Audience
Tailored for each persona
```

### Messaging Framework Example
```
BRAND PROMISE
Help marketing teams grow revenue faster.

VALUE PROPOSITIONS
1. Save Time
   - Automated workflows
   - Pre-built templates
   - AI-powered suggestions

2. Increase Conversions
   - A/B testing built-in
   - Personalization engine
   - Smart segmentation

3. Prove ROI
   - Revenue attribution
   - Custom dashboards
   - Executive reports
```

### Message Testing Matrix
| Audience | Primary Message | Secondary | Proof Point |
|----------|-----------------|-----------|-------------|
| CMO | Prove marketing ROI | Save time | Revenue attribution |
| Marketing Ops | Automate workflows | Integrate tools | 500+ integrations |
| Content Team | Create faster | Better quality | AI assistance |

---

## Brand Visual Identity

### Visual Elements
| Element | Purpose |
|---------|---------|
| Logo | Primary identifier |
| Color palette | Emotional association |
| Typography | Personality expression |
| Imagery style | Visual consistency |
| Iconography | Visual shortcuts |
| Layout/Grid | Structural consistency |

### Color Psychology
| Color | Associations | Industries |
|-------|--------------|------------|
| Blue | Trust, stability, calm | Finance, tech, healthcare |
| Green | Growth, nature, money | Finance, health, eco |
| Red | Energy, urgency, passion | Food, entertainment, retail |
| Orange | Friendly, confident, creative | Tech, food, fitness |
| Purple | Luxury, creativity, wisdom | Beauty, education, luxury |
| Yellow | Optimism, clarity, warmth | Food, children, retail |
| Black | Sophistication, luxury | Fashion, luxury, tech |

### Typography Guidelines
| Type | Usage | Example |
|------|-------|---------|
| Primary (Headlines) | Impact, brand expression | Bold, distinctive |
| Secondary (Body) | Readability, clarity | Clean, readable |
| Accent (CTAs) | Emphasis, action | Distinctive, clear |

---

## Brand Consistency

### Brand Audit Checklist
| Touchpoint | Check |
|------------|-------|
| Website | Logo, colors, voice, messaging |
| Social profiles | Consistent bios, imagery |
| Email templates | Headers, signatures, tone |
| Sales materials | Decks, proposals, collateral |
| Product UI | In-app messaging, icons |
| Support | Response templates, tone |
| Advertising | Visual consistency, messaging |

### Brand Governance
1. **Brand guidelines** - Comprehensive documentation
2. **Asset library** - Centralized, up-to-date
3. **Review process** - Approval workflow
4. **Training** - Team education
5. **Monitoring** - Regular audits

---

## Brand Measurement

### Brand Health Metrics
| Metric | Measurement |
|--------|-------------|
| Brand awareness | Unaided/aided recall surveys |
| Brand perception | Sentiment analysis, NPS |
| Brand preference | Consideration surveys |
| Brand loyalty | Repeat purchase, retention |
| Share of voice | Social listening |

### Brand Tracking
| Metric | Tool | Frequency |
|--------|------|-----------|
| Mentions | Social listening | Weekly |
| Sentiment | Brandwatch, Sprout | Monthly |
| Search volume | Google Trends | Monthly |
| Direct traffic | GA4 | Weekly |
| Referral traffic | GA4 | Weekly |
| NPS | Survey tool | Quarterly |

---

## Brand Evolution

### When to Refresh
- Company growth/scale
- Market repositioning
- Merger/acquisition
- Outdated perception
- New target audience
- Competitive pressure

### Refresh vs Rebrand
| Refresh | Rebrand |
|---------|---------|
| Evolve existing elements | Complete overhaul |
| Maintain recognition | New identity |
| Modernize appearance | New positioning |
| Lower risk | Higher risk |
| Faster execution | Longer timeline |
