Brand Framework

You take a list to the grocery store.

You write down the things you want to get done for the day. 

You plug in your destination and follow the turns on your GPS. 

You have an instruction manual when you open a new toy, a piece of IKEA furniture.

You have a blueprint before you build an addition to your home.  

So it only makes sense that you would have a framework when it comes to building and running your brand. 

Many of my past clients came to me wanting a specific strategy, a piece of research or a campaign developed. During my initial onboarding, I interview the project lead and begin to collect the materials I will need to get the job done. One of the first things I ask for is their brand framework. This may come in the form of a brand pyramid or foundational messaging--essentially the fundamentals of your brand strategy. Very rarely do they have one.

Often, I am given a mission statement and a vision statement and we have discussions around what their messaging is. Sometimes I am handed their brand guidelines. Helpful visually, but they are lacking a set of defined fundamentals that make the brand framework. 

If done correctly, they should hand me one (two pages max) page with succinct, decisive and clear elements that make up their brand. The elements can vary but tell the same strategic story. 

Jones+Co.’s framework includes the following elements:

• The Why 

• Brand Promise 

• Brand Positioning 

• Benefits 

• P.O.D. 

• R.T.Bs 

• Personality / Tone

• Truth

Jones+Co. will be breaking down these elements in our social media and blogs. Follow along to learn about each element and download our free PDF below to learn the definitions of each, now.