Final Presentation final presentation compressed | Page 7

Brand frame work-
What we aim for
(Brand Vision)
This should describe a clear and inspiration long
term outcome for the business
Why we exist
(Brand purpose)
This must provide clarity on the reason for why the
business exists
How we do business
(Brand values)
These describe the behaviours you commit within
your business
Who we are for
(Our customer)
What our brand must
stand for
(Brand promises)
What our customer
must experience
(Brand promises)
What our brand must
feel like
(Brand personality)
This should capture who you are targeting and
help the business focus on them
This describes what you stand for. Sometimes its used as a
strapline to customers, should be what helps make you
These are the commitments you make to your customer across your entire business.
Every initiative should ladder up to helping you deliver them.
This is the way your brand speaks and behaves in order to bring your brands
characteristics to life