Brand Strategy Tool

Get to the Heart of the Brand!

What’s This Board For?

The Brand Strategy Board helps you distill a brand’s core identity — fast. Whether you’re working on a household name, a challenger brand, or a totally fictional one, this board gives you the strategic building blocks to shape how a brand talks, thinks, and shows up in the world.

It’s ideal for early-stage thinking, rebrands, or surfacing new angles for brands you think you already know.

🎥 Want a quick tour before diving in? Watch the Brand Strategy overview video here.

How to Use It

1. Start with a brand (real or imagined). Make sure it’s captured in your Brand Profile. Add any extra details like tone, RTBs, or a proposition to help shape what comes back.
2. Adjust your Randomness Bar. Go safe, spicy, or full chaos. The more random, the more unexpected your results — perfect for pushing boundaries.
3. Hit Spark. Let the board generate a snapshot of the brand’s personality and potential — from its mission to its tensions and brand mates.

Understanding the Output

Each part of the Brand Strategy output is built to unlock a different layer of brand thinking. Here’s what you’ll see — and how to use it:

Mission Statement What the brand exists to do.

→ Use this to anchor a brief or align the team around purpose. Good ones can turn straight into vision copy.

Tone of Voice How the brand sounds and shows up.

→ Helpful for guiding creative tone, writing direction, and brand personality work.

Brand History Nuggets Quirky or compelling backstory details.

→ Use these to humanise the brand or add narrative depth in decks and storytelling.

Brand Mates Brands that share a similar energy or territory.

→ Use them as lateral references — for moodboards, inspiration, or differentiation.

Tensions Contradictions that give the brand edge.

→ Great for unlocking sharper positioning or fueling creative tension in comms.

Positioning Statement Where the brand sits in the market — and why it matters.

→ This one’s your strategy spine. Use it to shape briefs, pitches, and internal alignment.

Brand Advantage What makes the brand distinct or desirable.

→ Good for RTBs, value props, or any time you need to articulate “why us.”

Heads Up

• The first spark might feel broad — use the Brand Profile to narrow things in
• High randomness = wild ideas (great for inspiration, maybe not for decks)
• Fictional brands work too, just know results are built from input patterns

Pro Tips

• Even for known brands, start here — it’ll reveal angles you haven’t considered
• Pin your favourite sparks and drag them into boards like Creative Brief or Big Brand Ideas.
• Run the same brand at multiple randomness levels to stretch your thinking
• Mix and match ideas — sometimes tension + tone = tagline gold

You’ve got the brand DNA, now make it dance! 🧬