The Brand Capsule™ is a 10-part brand strategy deliverable that helps mission-driven businesses unlock greater clarity, resonance, and impact with their branding & marketing.
We do this by uncovering the heart, soul, and psyche of your business, aligning its inner purpose with its outward brand identity & positioning.
The Brand Capsule™ is the ultimate foundation for your business, marketing, communications, and sales strategy. This is something your team can both rally around and reference; it’s the guiding light to ensure your company is living its purpose in a clear, impactful way.
This one’s for the mission-driven & the heart-centered – leaders who care to live into their values and believe that purpose and profit are not mutually exclusive.
You may have found yourself a bit off-track, unsure of how to pivot your brand, communicate your message, or align your team as you grow. You might not even be fully clear on your vision or how big it could be.
You’re ready to go from your 1.0 to your 2.0. You're ready to regain confidence and clarity in how you show up in the world. You're ready to reconnect with (and expand) your purpose. You're ready to do big things and make a big impact.
Our team will encapsulate the brand components identified & developed throughout our workshops, providing you with a strategy document designed to be a working tool for your business.
The Brand Capsule™ is strategically written to align with the brand positioning & voice, and much of the content can be used externally across company channels (website, social, marketing collateral), giving you a boost to brand communications & execution.
Our process has been designed to extract your wisdom, passion, and experience, and align it with all aspects of your branding and marketing strategy. We move through four phases over the course of 10 weeks:
Through a series of three workshops, we work to uncover the "heart, soul, and psyche" of your business. We begin the workshops by diving deep into your company’s story – understanding how it began, why it needs to exist, where you envision the company in the future, and what core values you align with. Then, we focus on developing your Brand Archetype and Brand Positioning using our proprietary Brand Psyche method. In our third workshop, we seek to articulate a crystal clear vision of the clients or customers you most want to serve.
Workshops are conducted virtually via Zoom, or in-person if in Calgary.
Next, we explore and frame the insights we gathered, co-creating options for your brand’s unique creative & strategic direction. We cover products & service innovation, brand aesthetics, company name & tagline, and brand voice. No ideas are off the table in the Ideation workshop – we must play each creative & strategic direction forward to understand how they might impact the entire business. Together, we will decide on one strong brand position, purpose, and direction to move forward with.
With the Purpose Statement, Positioning Statement, and Brand Psyche Archetype in hand, we set out to develop all sections included in The Brand Capsule™: Brand Psyche Archetype, Purpose, Vision, Values, Serving, Offering, Mission, Style, Name, and Voice. While some aspects of The Brand Capsule™ should be kept internal, other sections can be shared externally. For that reason, the strategy is copy-written according to the identified brand voice – this way, content can be used across various brand communications.
The work isn’t over when The Brand Capsule™ is completed. Now, we conduct a training for key team members to teach them how to use this document as the company's North Star. Optionally, we can enhance your brand strategy with a Marketing Resonance Strategy, or help bring the brand to life through web design, logo design, and other creative services.
01 — As strategic direction for a rebrand, brand refresh, or brand extension
02 — As a foundation for your overall business strategy
03 — As a foundation for your marketing strategy & activities — from copywriting, to website design and content, to social media, to visual standards
04 — To build your sales and communications strategy, and achieve consistency with the way your brand and offerings (products or services) are presented
05 — To gain clarity on how all components of your purpose, brand, and marketing work together
06 — For team culture or new hire training (give your team The Brand Capsule™ and they’ll know who you are, what you do, and how to communicate it)
07 — To document your company’s evolution by commissioning an updated edition of The Brand Capsule™ every few years