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    Course · Brand Foundations trackStrategy

    Values

    The guiding principles that shape behavior and hiring — non-negotiables, not slogans.

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    Core Values
    Value · behavior that proves it · anti-value we refuse.
    Define · Core Values
    Values we hire, fire, and decide by — not posters.
    Brainstorm
    Grid of sticky notes to fill in.
    2×2 Matrix
    Plot ideas on two axes (Impact vs Effort).
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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.
    Personality
    Human traits the brand consistently exhibits, on spectrum scales.