Brand Promise

Brand Relationship

Brand Vision

Brand Style Guide

Brand Portfolio

Brand Delivery

Brand Standards

Brand Personality

Brand Experience

Brand Identity

Brand Architecture

Brand Names

Brand Color Scheme

Brand Tone of Voice

Brand Iconography

Brand Platform

Brand Positioning

Brand Extensions


There are many elements that make up a brand. But at the core of it all, there is one thing that truly defines your brand. Your values. The things that you stand behind no matter what.

Everything else is (and should be) flexible and ever-changing.

You positioning will change with your competition.

Technology will change how you deliver and the user experience.

All of the visual aspects will change with trends.

How you organize your house of brands will evolve as you expand or contract.

Even your value proposition should change with the needs of the consumer.

But your values, those strongly-held beliefs of your organization is the foundation that everything else is built upon. No matter what you have achieved. No matter what challenges you face. Your Brand Values are what keep you grounded and focused. In the end, everything else will change, but your values set the direction for your brand.