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Brand is not your logo. It’s not your colour palette. It is the sum of every impression your company makes on the people who encounter it, and the feeling it leaves behind. The strongest brands in any category are built on a clear strategic foundation: a defined purpose, a distinct personality, a consistent voice. This section helps you build that foundation before you brief a designer, before you write a word of copy, or spend a dollar on marketing.

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What you'll need before starting

• Your completed Positioning Framework from Section 05.1 - your brand strategy must be consistent with your positioning
• Your completed Messaging Framework from Section 05.2 - particularly your value pillars and master message
• Your ICP from Section 03 - your brand should be built for your best-fit customer, not for everyone
• Your competitive analysis from Section 04 - your brand should occupy a distinct space in the market </aside>

Time estimate

1 week

Templates in This Section

06.1 - Brand Strategy Workshop

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By completing this section you will have: a complete brand strategy foundation - purpose, values, personality, voice and visual identity principles - and a clear articulation of your strategic advantages that are difficult for competitors to replicate.

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When you're done here, move to Section 07: Launch Planning. Your brand foundations are in place. Now build the plan to take your product to market.

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