Our bread & butter is working with CEOs & leadership teams to align around a high-level brand narrative, and craft it into a Brand Bible.

Wait, what the hell is a Brand Bible?

It’s the playbook for your business's identity. A roadmap forcing you to ask & answer the tough questions early on, so you and your team (and hire #198) know who you are, what you believe, and what you’re here to do.

A Brand Bible is the secret sauce for nailing the long-term, consistent, cohesive, ownable strategy that etches your brand into the hearts & minds you want to etch into. It sets the stage for everything you’ll do in the future, from product, to marketing, to operations.

A Brand Bible consists of 12 key elements that give your brand purpose, meaning & narrative. It’s not easy to make. But it’s worth it.

  • Cultural Landscape

    It all starts with the stage we’re doing business on. What’s going on out there? What’s the vibe like? Why does the world need what we offer? What opportunities are there for us?

  • Consumer Profile

    Before nearly all else, we need to understand our audience. We’ll uncover who they are, their pain points and stresses, what they want and need, and how we can help.

  • Brand Belief

    All brands have truths they believe and abide by to do business. Ultimately, we’ll discover the one guiding view of what we believe would make the world a little better, and how we’ll achieve it.

  • Mission

    This is a big one. It sets the tone for our brand, fuels our strategy, and shows the world how we achieve our purpose. It’s more than just what we’re here to do. It’s why we exist — beyond making money.

  • Metastory

    The story we tell through our actions. The one the world assembles about us based on all its experiences. Another way to think about this is our “Reputation”. We get there by answering 4 key truths.

  • Ownable Word

    Every great brand is defined by one word. Volvo is safety. GE is innovation. Disney is magic. Together, we’ll find the one word we want to stand for and own in the marketplace.

  • Positioning

    Our brand promise and competitive position in the marketplace. Ultimately, it’s a foundation for our marketing, summarizing what we do and how we meet the needs of our audience.

  • Platform

    The value our brand will provide to our audience. It’s a single statement from which all external-facing communications and touchpoints will be inspired and based off of.

  • Brand Values

    What our brand truly cares about. This is the list of beliefs informing everything we do when it comes to product, marketing and operations — now and in the future.

  • Benefits Pyramid

    The 3 benefits to our audience. It starts with Technical (our unique underpinning & foundation), then Functional (what we offer/do), and finally, Emotional (how we make them feel, our spirit & ethos).

  • Spirit Animals

    The people we’re an amalgam of. Those we’re constantly striving to become. The company we keep. If we were a mixture of real life living, breathing humans, who would be on that list?

  • Personality & Voice

    How our brand behaves. The traits and characteristics that make us trusted and beloved by the people we want to trust and love us. How we talk, and what we sound like when we do.

“The company story is the company strategy.”

— Ben Horowitz, Andreessen Horowitz