<aside> <img src="/icons/home_lightgray.svg" alt="/icons/home_lightgray.svg" width="40px" /> Cover

Brand Foundations

Values & Principles

Target Audience

Voice & Tone

Visual Identity

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<aside> 📄 Summary

A strong brand identity makes it easier for people to understand who you are, what you do, and why they should trust you. It creates alignment across every touchpoint—from your website to your social channels—so your audience experiences your brand as intentional and cohesive.

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<aside> <img src="/icons/compose_green.svg" alt="/icons/compose_green.svg" width="40px" />

How to use this workbook

• Move through each section in order.
• Use the prompts, templates, and examples to guide your thinking.
• Don’t overthink it—this is a working document that will grow and evolve alongside your business. </aside>

**Once complete, you’ll see the most essential, customer-facing work updated below.

📖 Brand Foundations

<aside> <img src="/icons/book_green.svg" alt="/icons/book_green.svg" width="40px" /> Brand story

We [why you exist] so that [outcome]. The way we do this is by [actions and behaviors]. Our [product/service/offering] helps people [desired outcome].

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<aside> <img src="/icons/rocket_green.svg" alt="/icons/rocket_green.svg" width="40px" /> Mission

Our mission is to [action verb] [what you do] for [your audience] so they can [benefit/outcome].

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<aside> <img src="/icons/mountains_green.svg" alt="/icons/mountains_green.svg" width="40px" /> Vision

Our vision is a world where [big-picture impact/change].

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