Brand Definition Program

your brand blueprint

Our Brand Definition Program is a collaborative brand building program designed to focus and clarify your brand. It begins with a holistic discovery of your brand and culminates in a blueprint that clearly communicates who you are, what you do and the unique value you add to the world.

Phase 1


Research + Review

  • Brand Culture + Messaging
  • Competitor Landscape
  • Audience Exploration + Opportunities
  • Data Insights + Analytics
Phase 2


Meetings + Insights

  • Brand Audit Review
  • Brand DNA Exploration:
    • Purpose + Core Values
    • Audience Definition
    • Differentiators + Positioning
    • Voice + Persona
Phase 3


Brand Definition Document

  • Brand Essence
  • Brand DNA
  • Brand Story
  • Brand Positioning
  • Voice + Persona
  • Key Audience Sets
  • Tagline or Headline
  • Key Messaging
A Closer Look at Phase 1


A brand audit uncovers barriers to growth and illuminates internal and external strengths and weaknesses. Our findings help us form recommendations for opportunities to shift what isn’t working and lean into what is. The audit is performed through a lens that considers the these components of your brand experience:

  • Internal
  • External
  • Competitive
  • Customer
    + Insights
Brand Culture + Messaging

Review all aspects of your brand, from materials to website to internal culture, to identify opportunities to clarify your messaging, grow your audience and leverage content.

Competitor Landscape

Research and analyze your positioning, marketing efforts, language and materials in the context of industry trends and competitive landscape. This allows us to identify the key brand differentiators that set you apart from your competitors and opportunities to uniquely position you in your market.

Audience Opportunities

Review potential audience segments, their priorities and behaviors, the problems that they need us to solve and the type of content they engage with to identify growth opportunities.

Data Insights + Analytics

Review existing data and analytics to give us insights into your successes in the market and reveal opportunities to claim market share and engage your audiences.

A closer look at phase 2



Brand Audit Review of Insights + Opportunities

Following research and audit efforts, we’ll provide a concise summary of our findings and recommendations. The summary will provide brand clarity, cohesion and relevance across all platforms and identification of opportunities in the marketplace.

Purpose + Core Values

We’ll explore your reason for being, guiding core values and let our imaginations roam free as we envision the future of the brand together.


Audience Exploration + Definition

We’ll discuss the opportunities revealed in our audit and identify potential audience segments.

Differentiators + Positioning

We’ll discover the key differentiators that set you apart from your competitors and clearly define the unique space you claim. We’ll identify who you are, what you do, why you do it, who you want to reach and how you do things differently.


Voice + Persona

We’ll explore the nuances, point-of-view and behavior of your brand voice and persona and discuss how to authentically be relevant to multiple audiences while maintaining the integrity of the brand.

A Closer Look at Phase 3


We’ll distill your brand ethos into a clear and concise document that will serve as a blueprint for your team and partners. The blueprint will include the following elements:

Brand Essence

A set of key words that capture the essence of the brand.

Brand DNA

Articulation of your purpose, core values, key differentiators and positioning that define why you exist, what you believe, how you behave, how you’re different and the unique space you claim. These elements are the pillars of your brand and should inform all of your words and actions.

Brand Story

A brief consumer-facing story that captures the brand origin, reason for being, point-of-view and cultural relevance. It will highlight not so much what you do, but why you do it.

Brand Positioning

A concise but impactful statement that clearly defines the unique space you claim and your key differentiators from your competitors.

Voice + Persona

Your voice and persona give warmth and relatability to your brand and inform how you behave and speak about yourself.

Key Audience Sets

Definition of key audience segments that identifies their priorities and behaviors, the problems they need solved and the platforms and content they engage with.

Tagline or Headline Development

A single phrase that clearly articulates who you are and what you do.

Key Messaging

Top-level copy development — headlines and messaging statements — that capture the essence of the brand while remaining relevant to your audience.

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Benefits of the Program

  • Brings fresh perspective of the brand
  • Guides leadership to clarity
  • Addresses team pain points
  • Explores audience sets and insights
  • Cultivates brand culture
  • Establishes internal alignment within teams
  • Develops a blueprint for growth
  • Defines an ownable position
  • Develops cohesive and consistent language
  • Activates values

Case Studies

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