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Look & Feel
What should the brand look and feel like visually? Define the visual language that represents this brand.
Build List›Top 5›Final 3
What should the brand look and feel like visually? Think about the aesthetic you want — the visual language that represents this brand.
💡 Use visual words. What does this word look like? "Vibrant" evokes color and energy. "Crisp" feels structured and precise.
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Tone & Voice
How does the brand speak? What is its personality in communication?
Build List›Top 5›Final 3
How does the brand speak? This is the personality behind every word the brand says.
💡 Think about how your brand would sound at a party. "Witty" would make jokes. "Authoritative" would share insights. "Warm" would ask how you're doing.
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Your Champion
Who does the brand serve? Describe the people this brand fights for.
Build List›Top 5›Final 3
Who does the brand serve? The brand's champion is the person they go to bat for every single day.
💡 "Makers" implies hands-on, craft-minded people. "Visionaries" suggests big thinkers. "Everyday heroes" speaks to ordinary people doing extraordinary things.
Word Bank — click to add
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Which 5 feel most true to the brand?
Select exactly 5. 0 / 5 selected.
Your final 3.
These define this dimension of the brand. 0 / 3 selected.
Beliefs & Values
What does this brand believe in? These convictions drive every decision.
Write as many "We believe…" statements as you can.
💡 Don't filter yourself yet — write everything down. "We believe the best products are built by hand."
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Anthemic Statement
Synthesize everything into an anthemic brand statement — inspired by Apple's "The Crazy Ones."
See the Apple "Crazy Ones" example▾
Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. While some may see them as the crazy ones, we see genius. The people who are crazy enough to think they can change the world are the ones who do.
Here's to the… (who you champion — pre-filled from Your Champion)
The ones who… (your beliefs & values)
You can't ignore them, because they…
Message Filtering
Take your core beliefs and filter them through the brand's tone and voice.
The same value proposition sounds completely different through a "witty" brand vs. a "purposeful" one. Look at how Altoids uses "quirky + powerful" to turn "strong mints" into "Makes other mints feel inadequate."
Value Propositions → Filtered Messages
Each row: your belief on the left, your filtered (toned) version on the right. Pre-filled from your Beliefs.
Raw belief / value
Filtered through your tone
Brand Positioning
Define your place in the market with positioning statements and brand attribute scales.
Internal Positioning Statement
A compass that directs all marketing decisions.
Template: [Brand] provides [what they do] to [customer] in a [voice] environment while helping them feel [benefit].
Onliness Statement
One sentence that defines what makes this brand irreplaceable.
Template: [Brand] is the only [category], that [radical differentiator] for [customer], in [location], in a time when [trend].
Brand Attribute Scale
AffordablePrice Point — Luxury
FunctionApproach — Fashion
AccessibleAccess — Exclusive
RusticStyle — Refined
SeriousTone — Playful
ClassicEra — Modern
A.I.D.A — Framework for compelling brand copy
Elevator Pitch
A short, punchy description of what the brand does and for whom.
Example: GoPro is a waterproof action camera that allows athletes and adventure seekers to capture their exploits.