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    Course · Brand Foundations trackStrategy

    Personality

    Human traits the brand consistently exhibits, on spectrum scales.

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

    Brand Archetype Picker
    12 Jungian archetypes — pick primary and secondary.
    Brand Audit Walkthrough
    Inventory every touchpoint · rate consistency · fix list.
    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.
    Values
    The guiding principles that shape behavior and hiring — non-negotiables, not slogans.