Brand Strategy Workbook

A strong brand doesn’t begin with colors or logos! It begins with clarity. This workbook is designed to help you discover the values and foundations of your business. By working through each section in order, you’ll identify the purpose behind your brand, the values that guide you, the audience you’re best equipped to serve, and the tone that makes your brand unique.

You’ll move from the big picture: why your brand exists and what change it creates, to the practical elements of tone, style, and story. Each exercise builds on the last so you can create a coherent, recognizable brand that’s aligned with you, and also familiar to your audience.

This is both a workbook and a roadmap. By the end, you’ll be confident in your brand; to use on your website, social media, marketing, and planning. Some of the wording is focused on our clients, as we use this workbook internally in our work. But you can use it the same way – to organize your thoughts and deliver direction to your designer and web developer!

What’s Inside the Brand Strategy Workbook

1. Brand Purpose

Clarify why your business exists beyond making money. This section helps you discover the deeper motivation behind your brand and the specific problems you solve; this is your north star.

2. Brand Goals

In this section, we define what you want your brand to achieve in the coming months and years. You’ll map out clear objectives and the steps required to reach them, lessening the overwhelm and making it more likely to happen!

3. The Golden Circle

We use Simon Sinek’s proven “Why–How–What” model to understand the heart of your message. This section helps you communicate your purpose and uniqueness clearly and powerfully.

4. Brand Vision

Dream of your business at its fullest potential. You’ll craft a vision statement that becomes the anchor for your long-term decisions, and also connects with your intended audience.

5. Brand Mission

This section guides you in writing a practical, motivating mission statement. This is the simple and visible one that keeps your day-to-day decisions on point.

6. Dream Client

Go beyond demographics and create a vivid profile of the exact person you want to serve. This clarity strengthens your messaging, your offers, and every piece of content you create.

7. Brand Voice

Define how your brand sounds. You’ll identify the traits and language that help your audience feel understood, while removing industry jargon and complexity.

8. Brand Tone

Choose the personality behind your message: serious, playful, formal, casual, etc. Every touchpoint needs to feel consistent and intentional.

9. Brand Style

Now the fun stuff you came for: the visual direction. This section helps you determine whether your look is modern, classic, playful, minimal, luxurious, or something uniquely yours.

10. Brand Style Keywords

Select keywords that shape the aesthetic of your brand. These become the foundation for your logo, website design, social media graphics, and photography style.

11. Brand Values

Identify the principles and values that guide your business. These values influence your decisions, your team culture, and the way your brand builds trust.

12. Core Values

Narrow your values to the three that matter most. This creates a clear filter for communication, partnerships, and long-term direction.

13. Color Psychology

Learn the meaning behind major color families and how they influence perception. This section helps you choose colors that match your brand’s chosen visual identity.

14. Brand Colors

Apply everything you’ve learned to select the palette that best represents your message and ideal client.

15. Brand Typography

Discover which font families align with your tone and visual identity – serif, sans serif, script, or display; and why each choice matters.

16. Brand Moodboard

Turn your ideas into visual inspiration. This section guides you in building a cohesive moodboard that captures the look and feel of your future brand.

17. Brand Story

Shape the narrative that sets you apart. You’ll explore the journey that brought you here, the challenges you’ve overcome, and the impact you want to make.

18. Brand Position

Place yourself in the market with clarity. This section helps you compare your quality, price, and presence to competitors so you can stand out with confidence.

Ready to get started? Download today!