A simplified Modern Brand Theory 

The way a brand can be defined varies wildly.

Over the years, we have learned to navigate this by removing as much jargon as we can and simplifying it to the following six questions:

1. Why are we here?

A simple yet very prominent statement that sums up your core purpose, usually relatively emotional in tone, and often simplified to just a few headline words.

2. What do we do and how do we do it?

These are usually descriptive, nuts and bolts, functional, ‘doing’ and ‘process’ statements.

3. What makes us different?

This helps to “position” a brand away, in customers’ minds, from what others offer, and to enhance any unique properties.

4. Who are we here for?

The key audiences/customers for the product, service, or organization (linked to this are the ‘messages’ that fit with each audience).

5. What do we value the most?

The core beliefs and universal truths that are shared... which, in turn, affect how a brand, its founders, directors, and employees behave.

6. What’s our personality?

How we express ourselves to the outside world, our brand’s character, the tone of voice we use, and how we communicate.

Trustworthy - "Dependable and reliable, always keeping promises."

Innovative - "Cutting-edge and forward-thinking, always bringing new ideas."

Friendly - "Warm and welcoming, making everyone feel at ease."

Professional - "Polished and competent, dedicated to high standards."

Creative - "Imaginative and original, constantly thinking outside the box."

Adventurous - "Daring and explorative, embracing new experiences."

Energetic - "Vibrant and lively, always full of enthusiasm."

Reliable - "Consistent and dependable, always delivering as promised."

Playful - "Fun and light-hearted, adding joy and amusement."

Heroic - "Courageous, confident, strong, standing up for what’s right, and unafraid to take risks."

Traditional - "Classic and time-honored, valuing heritage and customs."

Minimalist - "Simple and clean, focusing on essentials with no excess."

Luxurious - "High-end and exclusive, offering premium quality and elegance."

Affordable - "Cost-effective and budget-friendly, providing value for money."

Eco-conscious - "Environmentally aware and sustainable, committed to green practices."

Dynamic - "Adaptable and proactive, responding quickly to change."

Authentic - "Genuine and real, staying true to core values and identity."

Inclusive - "Welcoming and diverse, embracing all individuals and perspectives."