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On boarding | Brand Manifesto
1
BRAND HEART
2
PERSONAS
3
COMPETITIVE ANALYSIS
4
BRAND MESSAGING
5
BRAND VOICE QUESTIONNAIRE
6
1. BASIC INFORMATION
Company/Brand Name
Primary Contact
First
Last
Email
Phone
Website
BRAND HEART
Identify your purpose, vision, mission, and values to build a brand with a strong foundation.
Purpose
Why do we exist?
VISION
What future do we want to help create? What does the future look like?
MISSION
What are we here to do? How do we create that future?
VALUES
How will we conduct ourselves in support and pursuit of our mission, vision, and purpose?
You can include as many as you like, but 3-5 is a healthy start.
PERSONAS TEMPLATE
Identify your audiences to understand how your brand can speak to their unique needs.
Persona 1
Name
Name this persona appropriately so that your team can reference it in future conversations.
Age
Sex
Male
Female
Relationship status
Single
Married
Job Title
Location
Salary
Extra Small
Budget
Extra Small
Enemies
Who are they bothered or threatened by professionally (e.g., younger, more tech-savvy employees)?
Heroes
Who do they look up to in their profession, industry, or life?
Work Goals
What do they want to achieve for their company and for themselves?
Approval
Who gives them recognition at work?
Favorite drink
Favorite music/ podcasts
Favorite TV/movies
Favorite books
Clothes
Transportation
Interests/hobbies
News/websites
Mentality
What do they secretly want? What are they looking for? How do they want to be perceived?
Pain points
What persistent obstacles/challenges do they face?
How would they hear about your company?
What might make them hesitant to use your product/ service?
How do they think your product/ service solves their problems?
Competitive Analysis
Identify who you’re competing against so that you can better differentiate your brand.
Brand Column
Brand 0
Brand 1
Brand 2
Brand 3
Competing brands
Competing brands
Brand Heart
Brand Heart
(purpose, vision, mission, values)
Brand look/feel
Brand look/feel
Value proposition
Value proposition
Tagline
Tagline
Core products/ services
Core products/ services
Customer personas
Customer personas
How they talk about their customers
How they talk about their customers
Customer acquisition
Customer acquisition
Marketing channels
Marketing channels
Advertising channels
Advertising channels
Sales channels (if applicable)
Sales channels (if applicable)
Revenue
Revenue
Strengths
Strengths
Weaknesses
Weaknesses
Similarities
Similarities
Differences
Differences
BRAND MESSAGING TEMPLATE
Articulate your value prop, tagline, and messaging pillars to help content creators tell a consistent brand story.
Tagline
Value prop
Brand Messaging Pillars
Pillar 1
Pillar 2
Pillar 3
Untitled
Untitled
Untitled
Supporting point
Supporting point
Supporting point
BRAND VOICE QUESTIONNAIRE
Identify your brand voice to humanize your brand and communicate consistently through all content.
When people interact with our brand, how do we want them to feel?
What is another brand with a voice we love?
What adjectives would we use to describe our brand?
If our brand were a celebrity, who would we be?
What does our competition sound like?
How do we want to talk about ourselves?
Who do we NOT want to be/what do we want to avoid?
