Brand drifts when the foundations live in the founder's head. This template gets them down in one place: your vision and mission, the values you actually hire and fire on, your brand pillars, your voice, and a positioning statement that says who you are for and why you win. Once it is written down, every brief, hire and campaign can be checked against the same source of truth - which is how a brand stays consistent as it scales.
What's inside
- Vision, mission and values
- Brand pillars, with a go/no-go pillar test
- Voice and tone guidance
- A positioning statement (who it is for, the difference, the reason to believe)
- A competitive positioning view
Who it's for
Founders and brand leads setting the foundations, or realigning a team that has started to drift.