Brand strategy
The first chapter: who you are for, what you promise and how you sound. Every later chapter is checked against it.
1
Chapter 1 of the brand book
What the chapter holds
Eight pages in the full brand book; four in the identity package.
Positioning
One paragraph: what you do, for whom, and why you and not the shop next door
Audiences
Two to four short profiles of the people who buy from you
Values
Three values with what each one means on an ordinary Tuesday
Voice
How you write: words you use, words you avoid, before-and-after examples
It starts with a half-day workshop
The people who decide, in one room, with what you have now: old logos, photos, menus and signs.
- We ask, you talk; nobody needs to prepare slides
- Your customers are asked too, in short interviews
- You get the written brand story to sign off in week 3
Start with a forty-minute call
Tell us what you make and what is not working. We reply within two working days with questions, a package and a date to start.