Strategy pack · Word

Brand platform

Mission, positioning, personality and tone of voice: the reference everyone uses to talk about your brand.

Write short, concrete answers. A good brand platform fits on two pages and anyone in the team can repeat it.

Why we exist

Mission (what we do, for whom)Vision (the change we want to see in 5 years)Values (3 max, each with one behaviour that proves it)

For [customer] who [need], [brand] is the [category] that [main benefit], unlike [alternative], because [proof].

Languages we use (French, Wolof, English…) and whenWords we useWords we avoidAn example sentence in our voice

Logo and where it lives (link)Colours (codes)FontsPhoto styleWhat we never do visually