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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.

🎥 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 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 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
  • 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! 🧬

How did we do?

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