BRAND DNA WORKBOOK
Imagine the power of describing your brand in 100 words. The Brand DNA workbook is for scrappy brands who want to DIY their brand strategy.
If you've ever felt the agony of fumbling for the right words to answer, 'Tell me about your brand'...
If you've deliberated endlessly about making a choice that you later realized was a clear decision to stay true to your brand promise...
If you've left an important meeting thinking, 'Why didn't she understand what I'm doing?'...
The Brand DNA Workbook for Food and Beverage Brands will help you craft your Mission, Values, Beliefs, and Product Benefits!
Imagine a future with:
Words at-the-ready to describe who you are that no one else can use
Creatives who understand you and make assets that absolutely sing with your brand essence
Where you walk into meetings confidently and passionately because you know why you're special
Your Brand DNA is:
An internal driver behind consumer-facing messages and your brand assets. Your North Star.
A guiding filter to assess - is this 'me'?
Aspirational - something you and anyone who works you with can rally around!
The Brand DNA Workbook will dive deep into your:
Mission - the reason you go to work every day
Values - the set of principles that you uphold above all else
Beliefs - dictate who you are, what you do, and how you do it
Product Benefits - the value you bring to the consumer
In the workbook, I will:
Define what Mission, Values, Beliefs, and Product Benefits are
Review other Brand DNA examples
Provide brainstorming how-tos on how to generate ideas and then select the words that best describe the heart of your brand
After you do the hard work, you'll have 100 words that speak the power of your brand. See for yourself:
You'll notice that Tiny Hero's Brand DNA is completely different from any other quinoa brand. Their values become a check and guiding post for business decisions going forward, from the look and feel of creative to ingredient sourcing decisions. Tiny Hero's Beliefs communicate why they're uniquely positioned to achieve its Mission and identifies an enemy to fight against (Big Food) to bring depth to your brand.