Introduction

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You’ve got the passion and the vision; now it’s time to define your brand before spending a dime on design or marketing. The Premium Brand Strategy Playbook will give you the clarity you need to build your foundation, saving you time, money, and energy. When you finish, you’ll know exactly who your brand is, what it stands for, and how it will impact the world. This isn’t just another checklist—it’s your roadmap to brand mastery.

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Instructions

Take a moment to reflect and write your answers to each section below. This is your brand's story, so give it the attention it deserves. Once you’ve completed the checklist, check off each step, and you’ll have a clear picture of your brand’s foundation.

Run Through These Plays

• [ ] Brand Vision & Values

  Define the big picture and the core principles that guide your brand’s actions and decisions.

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  (your answers here)

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• [ ] Brand Mission

  State your brand’s purpose and what it aims to accomplish in the world.

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  (your answers here)

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• [ ] Brand Archetypes

  Choose the personality your brand embodies to connect with your audience emotionally (e.g., The Hero, The Caregiver).

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  (your answers here)

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• [ ] Brand Adjectives

  Identify the top three adjectives that describe your brand’s personality (e.g., Bold, Authentic, Innovative).

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  (your answers here)

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• [ ] Brand Tone & Voice

  Describe how your brand communicates—its tone, language, and style (e.g., Casual, Professional, Playful).

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  (your answers here)

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• [ ] Brand Purpose

  Articulate why your brand exists beyond making a profit. What drives it forward?

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  (your answers here)

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• [ ] Target Audience Persona (ICP)

  Describe the ideal customer you are trying to reach, including demographics, needs, and challenges.

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  (your answers here)

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• [ ] Market Positioning

  Establish how your brand stands out in the market.

  • Differentiation

    What makes your brand unique compared to others?

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    (your answers here)

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  • Competition

    Identify the key competitors and where your brand fits within that landscape.

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    (your answers here)

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• [ ] Customer Experience

  Detail how you want your customers to feel when they interact with your brand, from their first touchpoint to ongoing engagement.

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  (your answers here)

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• [ ] Offering

  Clarify what products or services your brand offers and how they meet your audience’s needs.

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  (your answers here)

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Thank you!

I hope you found this playbook helpful.

You’re just a few steps away from having complete clarity on your brand.