You can use this visual framework as a tool to help you structure your brand foundations and map out the hierarchy of your brand narrative and supporting messaging. Use it as a reference for a more robust messaging guide, or use it as a template and fill in each block with your actual mission statement, vision statement, and so on.
Your corporate narrative captures the core of who your company is—why you do what you do. This is evergreen and changes infrequently, but should evolve over time as the business matures.
<aside> Mission Your company mission is what you do and why you exist.
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<aside> Vision Mission is your purpose. Vision is your desired final state.
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<aside> Brand Pillar
One sentence to describe how you uniquely approach your mission.
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<aside> Brand Pillar
One sentence to describe how you uniquely approach your mission.
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<aside> Brand Pillar
One sentence to describe how you uniquely approach your mission.
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<aside> Brand Category
Your brand category is the overarching phrase that sums up what Company is.
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<aside> Company Values Your define the norms and expectations of your organization. Think of them like a shared contract, among everyone, for how you want to work together.
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Together, these creative approaches form your brand guidelines, used by the entire business, and external partners, to deliver a consistent experience for everyone your company serves.
<aside> Brand Guidelines
Your visual or design guidelines include rules for using your logo, typography, color, illustration, animation, photos/videos, and workspaces to bring your brand to life.
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<aside> 🧑🏽🎨 Visual Guidelines
Your visual or design guidelines include rules for using your logo, typography, color, illustration, animation, photos/videos, and workspaces to bring your brand to life.
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<aside> 🧑🏽🏫 Messaging Guidelines
Your messaging guidelines include voice and tone, along with a messaging house that tactically addresses how you talk about your business, your products, and your customers.
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Your brand and product strategy will evolve more regularly as the business grows, and are usually set for multiple quarters or 1-2 years at a time.
<aside> 🎂 Global Themes
Global themes or narratives inform the larger creative stories told over time (e.g. 1-2 years), informed by the given business goals and product strategy. These change as the business and competitive landscape evolve.
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<aside> 🍰 Global Theme
Example theme
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<aside> 🍰 Global Theme
Example theme
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