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    Course · Brand Foundations trackStrategy

    Brand Story

    The origin, conflict and mission that turn the brand into a narrative worth repeating.

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    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Brand Manifesto
    We believe · we refuse · we promise · we call you to.
    Origin Story Workshop
    Draft a 200-word founding story the team can retell verbatim.
    Brand Villain Naming
    Name the enemy you fight in one sentence.
    Porter’s 5 Forces
    Score each force 1–5 and capture the dominant story.
    Strategy Narrative
    Situation · complication · resolution — one story the company repeats.
    Win/Loss Interview
    Interview 3 won + 3 lost deals to find real differentiators.
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    Brand Purpose
    The reason the brand exists beyond profit — the change it wants to see.
    Vision & Direction
    The 5–10 year aspirational state the brand is building toward, plus the strategic direction that gets there.
    Mission
    What the company does day to day to move toward the vision.
    Values
    The guiding principles that shape behavior and hiring — non-negotiables, not slogans.