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Brand Strategy Tool

Get into the DNA of a brand or explore the overview of a new one.

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.

How to Use It

  1. Start with a brand (real or imagined). Make sure it’s captured in your Profile. Add any extra details like tone, RTBs, or a proposition to help shape what comes back.
  2. Adjust your Creative Voltage. Go safe, mico-dose, or full chaos with LSD and Asylum. The more you dial up the voltage, 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 Interpretations:

Quirky or compelling backstory details.

Use these as theoretical jumping off points, let the stories inspire you.

Brand Mates:

Brands that share a similar ethos or story.

Use them as lateral references, for mood boards, 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 Profile to narrow things in.
  • High Creative Voltage = wild ideas (great for inspiration, maybe not for decks).
  • Fictional brands work too, just know results are built from input patterns.
  • Jump to The Validator if you want to validate a brand history.

Pro Tips

  • Even for known brands, start here, it’ll reveal angles you haven’t considered.
  • Pin your favorite 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! 🧬

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