# Brand Strategy

Building a strategic brand foundation.

## Brand Purpose

### Definition
Why your brand exists beyond making money.

### Framework
"We exist to [action] so that [audience] can [benefit]"

### Examples
- Patagonia: "Save our home planet"
- Airbnb: "Create a world where anyone can belong anywhere"
- Tesla: "Accelerate the world's transition to sustainable energy"

## Brand Vision

### Definition
The aspirational future state your brand is working toward.

### Characteristics
- Inspiring and ambitious
- Long-term (10+ years)
- Guides strategic decisions
- Motivates stakeholders

### Template
"To be [aspiration] by [approach]"

## Brand Mission

### Definition
How your brand will achieve its vision.

### Characteristics
- Action-oriented
- Specific and measurable
- Time-bound (3-5 years)
- Guides operations

### Template
"To [action] for [audience] by [method]"

## Brand Values

### Definition
Core beliefs that guide behavior and decisions.

### Best Practices
- 3-5 values maximum
- Specific, not generic
- Demonstrable in action
- Used in hiring/culture

### Examples (avoiding generic)
- Instead of "Integrity" → "Radical Transparency"
- Instead of "Innovation" → "Question Everything"
- Instead of "Customer Focus" → "Obsess Over Details"

## Brand Personality

### Archetypes
| Archetype | Traits | Examples |
|-----------|--------|----------|
| Hero | Brave, bold | Nike |
| Sage | Wise, informed | Google |
| Explorer | Adventurous, free | Jeep |
| Creator | Innovative, artistic | Apple |
| Caregiver | Nurturing, supportive | Johnson & Johnson |
| Ruler | Authoritative, leader | Mercedes |
| Magician | Transformative | Disney |
| Rebel | Disruptive, bold | Harley-Davidson |
| Everyman | Relatable, honest | IKEA |
| Jester | Fun, entertaining | M&Ms |
| Lover | Passionate, intimate | Victoria's Secret |
| Innocent | Pure, optimistic | Dove |

## Brand Promise

### Definition
The consistent experience customers can expect.

### Components
- Functional benefit
- Emotional benefit
- Differentiator

### Template
"[Brand] is the [category] that [unique benefit] because [reason to believe]"
