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Brand Strategy

Get to the heart of the brand, fast.

Table of Contents

    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! 🧬