Use Brand Core, Brand Positioning, and Brand Persona to develop inputs for reviewed, published strategy.
What each workshop does
- Brand Core: establish purpose, methods, offerings, values, mission, and vision.
- Brand Positioning: define the audience, category, alternatives, differentiation, and positioning.
- Brand Persona: define archetype, personality, voice, tone, and expression.
Use Suggest answer, Improve answer, and Ask AI
- Write your own rough answer when you can. Use Suggest answer on an empty card or Improve answer where you already have a draft.
- Review the suggestion in light of Discovery, approved research takeaways, and earlier workshop answers.
- Use answer to apply it, Refine to steer the suggestion, or Copy to reuse it. Edit the wording so it represents the actual brand.
- Use Ask AI, coaching, or facilitator guidance where the card offers it. Check any usage information shown for that action.
Answer Brand Core questions
Explain why the brand exists, how it works, and what it offers. Keep purpose, mission, and vision distinct: purpose explains the reason to exist; mission describes the work today; vision describes the future you want to create.
For values, add a behavior or decision that demonstrates each choice. Review synthesized statements against the original answers before accepting them. Use the length and completion requirements shown on each current card rather than older fixed word-count advice.
Answer Brand Positioning questions
Describe the primary and secondary audiences with their circumstances, needs, motivations, pain points, and desired outcomes. Add real alternatives and competitors, then explain the difference the audience should care about.
Use evidence for differentiation and proof. Keep an audience-type tag separate from the market category and from Discovery’s business context. Review the positioning statement as a strategic choice, then use it as the starting point for Messaging Architecture.
Answer Brand Persona questions
Choose personality and archetype traits that match how the brand actually behaves. Explain the voice, the tones appropriate to different situations, language preferences, and expressions to avoid.
Give examples: how would the brand explain a price change, welcome a customer, or handle a complaint? Examples make traits like ‘confident’ or ‘warm’ easier to apply consistently.
Handle prerequisites and completion
Cards and modules can require earlier answers. When a card is locked, use its prerequisite message and return to the required card or earlier module. Completion is tracked for the selected brand.
After all three workshops are complete, continue to Messaging Architecture. Initial Strategy Review drafts can be generated from completed work, but those drafts still need review and an explicit publication step.