Toolkit /
Brand prism builder
Written by Constantin Chopin
Edited Manon Limousis-Gayda
13/08/2023
20min read
︎︎︎ For all founders and idea owners. This tool will help you shape and evolve your brand's most valuable asset; the Brand Prism. Encompassing a Brand tagline, vision, mission, and beliefs; the Brand Prism’s purpose is twofold: (1) illustrating a brand’s core essence. (2) defining and coordinating the form and function of a brand’s customer touchpoints. A successful Brand Prism will ensure that your brand values are disseminated coherently across multiple channels. Allowing for your brand’s essence to shine from all angles; a first step towards the creation of enduring and meaningful relationship with the people in your brand’s community. From a customer experience point of view (CX), these touchpoints include but are not limited to:
- Apps (UI/UX) and Website for Digital Channels
- Retail Store Experience and Product Launches for Physical Location
- Checkout Experience and Payment Processing for Sales Process
- Packaging and Unboxing for Post-Sale Interactions
- Helpdesk and Technical Support for Customer Support channels
In this article, we will breakdown the processes behind a brand prism’s creation. After 10+ years of brand and product design. We came to the conclusion that a brand prism can be looked at as a system; an intricate conceptual framework that we have coined as the O.M.P.A.I.A. Our goal here is to reveal the inner workings of this system and equip you with the knowledge and skills to accelerate the shaping and evolution of your brand’s tagline, vision, mission, and beliefs. As a step towards the creation of meaningful and enduring relationship with existing and new members of your brand’s community.
In order to do so, we will structure this essay in two parts:
- We will show how a brand’s core essence takes form and how this form (the Brand Prism) follows specific pattern structures.
- We will show how we productized the brand prism creation process for our latest case study: Astra; leveraging our O.M.P.A.I.A framework.
Lets dive in!
All brands possess a unique essence. Beyond logos, colour palettes, fonts, and imagery guidelines. This essence takes its final form with the Brand Prism. An intricate conceptual framework encompassing four key components; Tagline, Vision, Mission, and Beliefs. While each components serves a specific function in this system. It is important to remember that a Brand Prism’s core purpose—as a whole—is ensuring that your brand values are disseminated coherently across multiple channels and touchpoints.
Such touch-points—whether they manifest as innovative products, evocative ad campaigns, cutting-edge apps, or exhilarating unboxing experiences—act as conduits channelling the brand's core essence. This essence captivates both loyal customers and potential followers alike. Heralded values nurturing emotional resonance between people and the brand, enabling individuals to find their place in both niche circles and broader societal contexts; instilling a profound sense of purpose and agency; bringing meaning to our lives.
1.
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a. Intention
While a brand’s core essence take its final form with the Brand Prism. Its genesis begins anteriorly with an intention. An intention is the reason(s) for a brand’s existence. There are multitude of reasons to justify the genesis of a brand. From an economic perspective; where founders sees an opportunity in maximizing profits by satisfying a market demand. To a more personal approach where one turns its hobby into a professional career. Or even for social and environmental concerns, wanting to contribute positively to society or a particular community. Every reasons for a brand’s genesis is subjective. To illustrate this thought, let’s go through several examples. In the next few lines, we’ll highlight what founding members of four different brands have said insofar of their brand’s reason for being.
Objects / multi-disciplinary creative studio.
SeedHealth / microbial sciences company.
Birkenstock / global footwear brand inventor of the ‘footbead’.
Notion / a connected workspace for wiki, docs, & projects.
As we can see, those four different intentions all aim at roughly defining what is the brand’s purpose. In other words, the intention should be unapologetically personal, and simple. Acting as a ‘pre-vision’ statement; it is a brand’s north star. Something always to look for in great moments of doubt. Consistently bringing you back to your brand’s priorities with fundamental questions such as:
b. Keywords
Second to the Intention are the keywords. Keywords are vital in this schema as they carry the values your brand heralds. Values are subjective concepts such as generosity, courage, or resilience; upon which principles (the rules or beliefs that govern our behaviour) are built. For example, if one’s core value is:
Consequently, carefully choosing your keywords are vital for telling a story people (the consumer) will want to embrace as a gateway towards bringing meaning to their lives; by building a set of principles that programs behaviour. There are several brands who exemplify this well. One of them being Land Rover, the british car maker reknown for lauching some of the most iconic vehicles of the last century. With its ‘Above and Beyond’, Land Rover carved-out two keywords critallizing a long standing heritage of values such as: endurance, courage, and integrity, to name a few. A remarkable example of how a brand's values and ideals pervade its narrative—shaping actions, choices, and ultimately, its enduring legacy. Can be found in the rich tapestry of events surrounding the chassis JUE-477; the first Land Rover in the world. The original idea for this renowned 80" vehicle, which was finished on July 19, 1948, was for King George VI to own it. But fate had other plans, and it spent more than a year living in the Lode Lane factory before being registered as JUE 477.
Subsequently acquired by Professor Ewen McEwen, an expert in Agricultural Engineering, the vehicle was eventually purchased by a Northumberland farmer and miner in 1970. Unfortunately, mechanical challenges led to its dormant years on farmland, only to re-surface for Land Rover's 50th-anniversary celebration after speculation for its existence and location had emerged. It wasn't until 2017 after being aquired by Chairman Sir Jim Ratcliffe, that Julian Shoolheifer was asked to take on the task of passionately restoring JUE 477. After a painstaiking restoration process where the vehicle was disassembled; each original parts carefully looked at and restored to their factory condition. JUE 477’s rightfull owner set in motions plan for an overland adventure in the Mongolian desert where the 75 year old car would illustrate itslef as the most endurant vehicle in the group. And perform in the owner’s own words: “what its was built for”. Amidst a motley crew of old Bentleys and antiquated machines; the saga of JUE 477 is one of resilience. A narrative arc reflecting Land Rover's core values and principles. As the vehicle endured years of neglect; its restoration is a testament to integrity, aiming to conserve as much of its original character as possible. And it’s an epitome of adventure, echoing the brand's promise to be a true catalyst for epic journeys; above and beyond.
Illustrating how core values are embodied in brand narratives offer insightful perspectives. Naturally, Land Rover is not the only brand succeeding in effectively integrating their keywords and values into stories leading to actions. Patagonia for example, who believes in building the best product, causing no unnecessary harm, and using business to inspire and implement solutions to the environmental crisis. Acts on a set of a keywords such as sustainability, responsability, and quality. Consequently, Patagonia has long been a leader in sustainable and ethical business practices. Their repair program that encourages consumers to repair clothing rather than discard them, reinforces the brand's commitment to quality and environmental responsibility. Simultaneously, their active involvement in fighting for public lands, and reducing corporate environmental impact mirrors their values; nurturing an emotional resonance with their consumer base.
Lastly, when it comes to company who seamlessly linked their brand narrative and products with their keywords; LEGO, is a great case-study. The toy corporation founded in Denmark in 1932, has seamlessly disseminated its core values across a wide range of touchpoints. LEGO, with its emphasis on creativity, provides an open-ended canvas for imaginative play and personal development, as evidenced by anything from traditional bricks to thematic sets. In order to elevate the traditional building experience, the business has merged technology into goods such as LEGO Mindstorms and LEGO Super Mario. Furthermore, the educational aspect of the company is evident not only in kits designed to stimulate STEM learning, but also in efforts such as the LEGO Foundation and LEGO Serious Play, a consultation technique that brings creative problem-solving to enterprises. Ultimately, LEGO, which has recently adopted environmental sustainability, aspires to produce all products and packaging in a sustainable manner by 2030, indicating a developing commitment to social responsibility.
In summary, proper keyword selection is more than a marketing tool; it is a reflection of the deeper values and ideals that a brand aims to portray. Whether it's Land Rover's emphasis on "endurance, courage, and integrity," Patagonia's emphasis on "sustainability, responsibility, and quality," or LEGO's emphasis on "creativity, innovation, and education," these brands are compelling examples of how keywords can shape narratives, influence consumer behavior, and ultimately build an enduring legacy. Each company illustrates the potential of integrating actions and narrative with core values, garnering a dedicated consumer base while also providing meaning and purpose to the products or services they provide.
c. Prism
At last, once the intention and keywords are roughly set, one has to contend with the brand prism. While the brand prism is made of four facets: (1) tagline, (2) vision, (3) mission, and (4) beliefs. Each of these facets; insofar of their respective purposes, are made of different words arranged differently. This is what we call a pattern structure. A structure whose form serves a function. To illustrate this thought, we will look at a brand prism’s facets one by one. In this exercise, we will define precisely what is a tagline, vision, mission, and beliefs; what are their functions in a brand prism and structure.
With these examples, we can see that each of these statements are built with different types of words or compounds of words. These words are building pieces serving different functions. Examplifying the concept of pattern structures. From fostering instinctive brand recall (tagline), to outlining ambitious future states (vision). And providing actionable blueprints (mission), to crystallizing a brand's core identities and motivations (beliefs). Brands choose and arrange these pieces differently; to create a unique brand prism. Here are the six key pieces upon which the brand prism’s facets are built.![]()
To put this into context, we’ll break down the brand prism of three different brands; brands with different products, serving different audiences in different industries. As a note for the reader. None of the brands we have selected as example clearly state on their website: “here is my brand prism”. The information put forth here is information found across different public channels. Information that meets our description for a tagline, vision, mission, and beliefs.
Starting with Seed Health; the microbial sciences company pioneering applications of microbes to improve human and planetary health. The breakdown of their brand prism reads as follows:
Tagline
Vision
Mission
Belief
Next up, Birkenstock; one of the most well-known global footwear brand inventor of the ‘footbead’.
Tagline
Vision
Mission
Belief
Lastly, Notion; the connected workspace for wiki, docs, & projects.
Tagline
Vision
Mission
Belief
What we can see from these examples is that brands arrange and rearrange words (pieces) based on the meaning they want to convey. As we discussed above; whether to foster instinctive brand recall (tagline) to outlining ambitious future states (vision). And providing actionable blueprints (mission) to crystallizing a brand's core identities and motivations (beliefs). The objects, methods, particularities, audiences, identities, and actions represent the brand prism’ underlying framework. Which we have coined as O.M.P.A.I.A. While there is no perfect arrangement for these siw pieces insofar of the context within which they serve such as a tagline, vision, mission, and beliefs. There are recurring motifs that ought to be highlighted. Considerations that can help you steward your creative exercise in a direction leading to meaningful and impactful statements. Here’s how to make the most of the O.M.P.A.I.A framework:
Prioritize Clarity:
Articulate Your Approach:
Highlight Distinctiveness:
Identify Your Audience:
Be Authentic:
Indicate Momentum:
︎
How a brand’s core essence takes form and how this form (the Brand Prism) follows specific pattern structures.
a. Intention
While a brand’s core essence take its final form with the Brand Prism. Its genesis begins anteriorly with an intention. An intention is the reason(s) for a brand’s existence. There are multitude of reasons to justify the genesis of a brand. From an economic perspective; where founders sees an opportunity in maximizing profits by satisfying a market demand. To a more personal approach where one turns its hobby into a professional career. Or even for social and environmental concerns, wanting to contribute positively to society or a particular community. Every reasons for a brand’s genesis is subjective. To illustrate this thought, let’s go through several examples. In the next few lines, we’ll highlight what founding members of four different brands have said insofar of their brand’s reason for being.
Objects / multi-disciplinary creative studio.
- Work with founders; building the assets businesses need to launch and prosper.
SeedHealth / microbial sciences company.
- Use bacteria to improve human and environmental health.
Birkenstock / global footwear brand inventor of the ‘footbead’.
- To create footwear that fits the anatomy of our customer; making their lives easier and better.
Notion / a connected workspace for wiki, docs, & projects.
- To give non-technical users the ability to make their own tools without writing code.
As we can see, those four different intentions all aim at roughly defining what is the brand’s purpose. In other words, the intention should be unapologetically personal, and simple. Acting as a ‘pre-vision’ statement; it is a brand’s north star. Something always to look for in great moments of doubt. Consistently bringing you back to your brand’s priorities with fundamental questions such as:
- What's the core purpose of my brand?
- How do I wish others perceived it?
- What legacy should it leave behind?
- Why does it exist?
b. Keywords
Second to the Intention are the keywords. Keywords are vital in this schema as they carry the values your brand heralds. Values are subjective concepts such as generosity, courage, or resilience; upon which principles (the rules or beliefs that govern our behaviour) are built. For example, if one’s core value is:
- Honesty; always tell the truth.
- Loyalty; stand by your commitments and promises to both individuals and organizations.
- Accountability; be open and clear about your intentions, actions, and decision-making processes.
- Innovation; continuously seek to improve and come up with new solutions to problems.
- Integrity; act consistently with your beliefs, even when no one is watching.
Consequently, carefully choosing your keywords are vital for telling a story people (the consumer) will want to embrace as a gateway towards bringing meaning to their lives; by building a set of principles that programs behaviour. There are several brands who exemplify this well. One of them being Land Rover, the british car maker reknown for lauching some of the most iconic vehicles of the last century. With its ‘Above and Beyond’, Land Rover carved-out two keywords critallizing a long standing heritage of values such as: endurance, courage, and integrity, to name a few. A remarkable example of how a brand's values and ideals pervade its narrative—shaping actions, choices, and ultimately, its enduring legacy. Can be found in the rich tapestry of events surrounding the chassis JUE-477; the first Land Rover in the world. The original idea for this renowned 80" vehicle, which was finished on July 19, 1948, was for King George VI to own it. But fate had other plans, and it spent more than a year living in the Lode Lane factory before being registered as JUE 477.
Subsequently acquired by Professor Ewen McEwen, an expert in Agricultural Engineering, the vehicle was eventually purchased by a Northumberland farmer and miner in 1970. Unfortunately, mechanical challenges led to its dormant years on farmland, only to re-surface for Land Rover's 50th-anniversary celebration after speculation for its existence and location had emerged. It wasn't until 2017 after being aquired by Chairman Sir Jim Ratcliffe, that Julian Shoolheifer was asked to take on the task of passionately restoring JUE 477. After a painstaiking restoration process where the vehicle was disassembled; each original parts carefully looked at and restored to their factory condition. JUE 477’s rightfull owner set in motions plan for an overland adventure in the Mongolian desert where the 75 year old car would illustrate itslef as the most endurant vehicle in the group. And perform in the owner’s own words: “what its was built for”. Amidst a motley crew of old Bentleys and antiquated machines; the saga of JUE 477 is one of resilience. A narrative arc reflecting Land Rover's core values and principles. As the vehicle endured years of neglect; its restoration is a testament to integrity, aiming to conserve as much of its original character as possible. And it’s an epitome of adventure, echoing the brand's promise to be a true catalyst for epic journeys; above and beyond.
Illustrating how core values are embodied in brand narratives offer insightful perspectives. Naturally, Land Rover is not the only brand succeeding in effectively integrating their keywords and values into stories leading to actions. Patagonia for example, who believes in building the best product, causing no unnecessary harm, and using business to inspire and implement solutions to the environmental crisis. Acts on a set of a keywords such as sustainability, responsability, and quality. Consequently, Patagonia has long been a leader in sustainable and ethical business practices. Their repair program that encourages consumers to repair clothing rather than discard them, reinforces the brand's commitment to quality and environmental responsibility. Simultaneously, their active involvement in fighting for public lands, and reducing corporate environmental impact mirrors their values; nurturing an emotional resonance with their consumer base.
Lastly, when it comes to company who seamlessly linked their brand narrative and products with their keywords; LEGO, is a great case-study. The toy corporation founded in Denmark in 1932, has seamlessly disseminated its core values across a wide range of touchpoints. LEGO, with its emphasis on creativity, provides an open-ended canvas for imaginative play and personal development, as evidenced by anything from traditional bricks to thematic sets. In order to elevate the traditional building experience, the business has merged technology into goods such as LEGO Mindstorms and LEGO Super Mario. Furthermore, the educational aspect of the company is evident not only in kits designed to stimulate STEM learning, but also in efforts such as the LEGO Foundation and LEGO Serious Play, a consultation technique that brings creative problem-solving to enterprises. Ultimately, LEGO, which has recently adopted environmental sustainability, aspires to produce all products and packaging in a sustainable manner by 2030, indicating a developing commitment to social responsibility.
In summary, proper keyword selection is more than a marketing tool; it is a reflection of the deeper values and ideals that a brand aims to portray. Whether it's Land Rover's emphasis on "endurance, courage, and integrity," Patagonia's emphasis on "sustainability, responsibility, and quality," or LEGO's emphasis on "creativity, innovation, and education," these brands are compelling examples of how keywords can shape narratives, influence consumer behavior, and ultimately build an enduring legacy. Each company illustrates the potential of integrating actions and narrative with core values, garnering a dedicated consumer base while also providing meaning and purpose to the products or services they provide.
c. Prism
At last, once the intention and keywords are roughly set, one has to contend with the brand prism. While the brand prism is made of four facets: (1) tagline, (2) vision, (3) mission, and (4) beliefs. Each of these facets; insofar of their respective purposes, are made of different words arranged differently. This is what we call a pattern structure. A structure whose form serves a function. To illustrate this thought, we will look at a brand prism’s facets one by one. In this exercise, we will define precisely what is a tagline, vision, mission, and beliefs; what are their functions in a brand prism and structure.
- Tagline: a catchphrase who’s job is to encapsulate the brand’s essence in a few words. Its short and punchy structure should favour brand recall in the consumer’s mind. Think of Nike’s “Just do it”, or Apple’s “Think different”.
- Vision: a statement of a future state that does not yet exist. A state one commits his business to help build. For a vision to be successful, it’s structure should enable the communication of meaning that: (1) whitstand cultural, political, and technological changes. (2) The words chosen should be an invitation for those who believe what you believe; internally, and externally. (3) The primary benefits should first go to those other than the contributor. We believe BORN’s vision (a luxury B2B software company) illustrate this point well. Its vision being: Providing international luxury brands and retailers with a luxury software to help them thrive in business.
- Mission: a statement presenting the action, or set of actions leading to the realization of the vision. While missions evolve, they should serve as guidepost for the organization's activities; uniting team members by focusing them on a same set of goals. A good example for this can be found with SpaceX’s mission which says: “To revolutionize space technology, with the ultimate goal of enabling people to live on other planets”. This statement conveys not only the "what" but also the "how" of their vision for human space colonization.
- Beliefs: a statement presenting the identity of the brand via the audience served and the motivation behind the mission. As last example for this section, we turn ourselves to Wholefoods’ beliefs statement: “We believe that companies, like individuals, must assume their share of responsibility as tenants of Planet Earth. We actively support organic farming, the best method for promoting sustainable agriculture and protecting farm workers and the environment. We also aim to offer the highest quality, least processed, most flavorful and natural foods possible because we believe that food in its purest state — unadulterated by artificial additives, sweeteners, colorings, and preservatives — is the best tasting and most nutritious food available”. Here, Whole Foods articulates not just who it serves (health-conscious consumers), but also the motivation behind its purpose (sustainable, worker and environmental protection, food quality). It anchors all of the brand's actions and establishes the tone for its corporate culture, reinforcing both internal and external expectations.
With these examples, we can see that each of these statements are built with different types of words or compounds of words. These words are building pieces serving different functions. Examplifying the concept of pattern structures. From fostering instinctive brand recall (tagline), to outlining ambitious future states (vision). And providing actionable blueprints (mission), to crystallizing a brand's core identities and motivations (beliefs). Brands choose and arrange these pieces differently; to create a unique brand prism. Here are the six key pieces upon which the brand prism’s facets are built.
- Object: The focal point or subject that the statement revolves around.
- Method: The means or approach through which the brand aims to achieve its vision.
- Particularity: A unique qualifier that adds specificity to the object.
- Audience: The specific group or segment of people the brand aims to serve or address.
- Identity: The 'who' of the statement, generally the people making up the brand.
- Action: The verb or verbs that describe what the brand is doing or aims to do.
To put this into context, we’ll break down the brand prism of three different brands; brands with different products, serving different audiences in different industries. As a note for the reader. None of the brands we have selected as example clearly state on their website: “here is my brand prism”. The information put forth here is information found across different public channels. Information that meets our description for a tagline, vision, mission, and beliefs.
Starting with Seed Health; the microbial sciences company pioneering applications of microbes to improve human and planetary health. The breakdown of their brand prism reads as follows:
Tagline
Action + Object
[The Evolution of] + [Probiotics]Vision
Action + Method + Action + Object
[Pioneering] + [applications of microbes] + [to impact] + [human and planetary health]Mission
Action + Method + Object + Particularity + Audience
[Enabling] [rapid and efficient translation] [of breakthrough research] [across a diverse set of microbial applications] [for both human and environmental health.]Belief
Action + Object + Action + Object + Particularity
[We believe] [our decentralized model] [enables] [the acceleration of microbial technologies] [from discovery into the clinic across a pipeline of novel therapeutics, consumer health innovations, and environmental solutions.]Next up, Birkenstock; one of the most well-known global footwear brand inventor of the ‘footbead’.
Tagline
Action + Object
[Comfort] + [in every steps]Vision
Action + Object + Method + Object + Particularity
[To be] + [the global leader in ergonomic footwear] + [revolutionizing] + [the concept of comfort and well-being] + [through innovative design]Mission
Action + Object + Method + Particularity + Audience
[To design and manufacture] + [footwear] + [that combines] + [sustainability, quality, and comfort] + [enriching lives with every step]Belief
Action + Object + Action + Object + Action + Particularity + Audience
[We believe] + [that well-being starts from the ground up] + [Footwear shouldn't just be about fashion] + [it should be about nurturing your body and soul] + [We're committed to] + [environmental sustainability and ethical practices] + [ensuring a better future for our planet and our customers]Lastly, Notion; the connected workspace for wiki, docs, & projects.
Tagline
Object + Particularity
[All-in-one workspace] + [for your ideas]Vision
Action + Object + Method + Object + Particularity
[To reshape] + [the future of work] + [by becoming] + [the central hub for creativity, collaboration, and information sharing] + [in both personal and professional spheres]Mission
Action + Object + Method + Particularity + Audience
[To continually innovate and refine] + [a flexible platform] + [that empowers] + [teams and individuals to capture, organize, and act on their ideas] + [in a seamless, integrated environment]Belief
Action + Object + Method + Particularity + Action + Object + Action + Audience
[We believe] + [that great work comes from clarity of thought] + [streamlined collaboration] + [and the freedom to explore and experiment] + [Our platform aims to] + [break down silos] + [foster open dialogue] + [and empower people to do their best work] + [regardless of their role or location]What we can see from these examples is that brands arrange and rearrange words (pieces) based on the meaning they want to convey. As we discussed above; whether to foster instinctive brand recall (tagline) to outlining ambitious future states (vision). And providing actionable blueprints (mission) to crystallizing a brand's core identities and motivations (beliefs). The objects, methods, particularities, audiences, identities, and actions represent the brand prism’ underlying framework. Which we have coined as O.M.P.A.I.A. While there is no perfect arrangement for these siw pieces insofar of the context within which they serve such as a tagline, vision, mission, and beliefs. There are recurring motifs that ought to be highlighted. Considerations that can help you steward your creative exercise in a direction leading to meaningful and impactful statements. Here’s how to make the most of the O.M.P.A.I.A framework:
Prioritize Clarity:
- Rule: Ensure that the Object of your statement is clear and directly identifiable.
- Example: In Notion's tagline, "All-in-one workspace for your ideas," the object "workspace" offers an immediate understanding that the tool offers a platform or space for organizing ideas.
Articulate Your Approach:
- Rule: Use the Method block to offer insight into your brand's unique approach or strategy.
- Example: Seed Health's vision "Pioneering applications of microbes to impact human and planetary health" provides a clear insight into the brand's innovative use of microbial applications.
Highlight Distinctiveness:
- Rule: Utilize the Particularity block to emphasize what sets your brand apart.
- Example: Birkenstock’s vision states, "To be the global leader in ergonomic footwear, revolutionizing the concept of comfort and well-being through innovative design." The distinctiveness is in revolutionizing comfort through design.
Identify Your Audience:
- Rule: Use the Audience block to resonate with the specific group you're targeting.
- Example: SpaceX’s mission to "revolutionize space technology, with the ultimate goal of enabling people to live on other planets" directly speaks to a forward-thinking audience excited about space colonization.
Be Authentic:
- Rule: Infuse the Identity block in your statements, grounding them in your brand's ethos.
- Example: Wholefoods' belief starts with "We believe that companies, like individuals, must assume their share of responsibility..." Here, "We believe" indicates the collective stance of the brand and its team.
Indicate Momentum:
- Rule: Employ the Action block to demonstrate a proactive stance.
- Example: SpaceX’s mission "To revolutionize space technology" indicates a dynamic and transformative approach to space exploration.
︎
Productization is described as the transformation of a concept into a standardized product. In the context of Astra, a media strategy and production company, the aim was to redefine its brand identity to emphasize its sophisticated yet accessible nature, its broader media capabilities beyond video, and its commitment to timeless storytelling. To achieve this, the company's intentions were first clarified. Then, key terms encapsulating Astra's values were identified, such as "Elevated," "Media," and "Storytelling." Using these terms and the OMPAIA framework, a unique brand prism for Astra was developed, consisting of tagline, vision, mission, and beliefs. This systematic approach ensured that Astra's new brand story closely aligned with its foundational intentions.
2.
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Before going further in the examination of how we productized the brand prism creation process for Astra; leveraging our O.M.P.A.I.A framework; object, method, particularity, audience, identity, action. Lets define what we mean by productization. Simply put, "Productization" refers to the process of transforming something, usually a concept or a raw idea, into a standard, fully developed, and marketable product. The concept of ‘Product’ varies, of course. For example:
![]()
When Astra (a media strategy and production company) approached us 3 months ago. They expressed their desire to re-think the way they positioned themselves (the brand), and their services in a highly competive market. Moreover, they clearly expressed to us how they felt their customers never fully grasping the breadth, and depth of their strategic thinking and making capabilities. Hindering their ability to scale, and sell their services at a premium. As our process dictates; (1) defining the intention, (2) keywords, and (3) brand prism, naturally, the first step was for us to help them define in their own words the reason(s) for their brand’s existence. Below are their answers:
After several conversations our objective was now to extract keywords that would: (1) reflect Astra’s core values, and (2) align with their intentions. Below are the extracted keywords:
![]()
Finally, by associating [intention + keywords + O.M.P.A.I.A framework], we re-imagined Astra’s brand prism:
TaglineParticularity + Object [Elevated] + [Storytelling]
Vision
Action + Object + Method + Object[Perpetuating] + [your stories] + [using media as a vector for] + [timeless experiences]
Mission
Action + Audience + Action + Object + Particularity[We steer] + [athletes, pioneers, innovators, and businesses] + [in defining and crafting] + [narratives] + [tailored to their genetic blueprint]
Belief
Identity + Action + Object + Action + Object[We are a team of trailblazers] + [sharing the belief] + [that emotions] + [define] + [compelling narratives]
![]()
This unique approach enbaled us to achieve two things:
Intention 1
We aspire for sophistication without being distant.
Solution 1
In the tagline, the term "Elevated" directly speaks to the sophistication aspect, indicating a higher level of quality. Pairing "Elevated" with "Storytelling" bridges the gap between high-end quality and universal relatability. Storytelling is a fundamental human activity, making it accessible and close to everyone, ensuring that while Astra aspires for sophistication, it remains approachable.
Intention 2
While primarily a video agency, Astra needs a broader identity.
Solution 2
In the vision, by stating they are "using media as a vector for timeless experiences," Astra is emphasizing their breadth in content creation and delivery. The choice of the word "media" is significant as it encompasses a range wider than just video, providing Astra with the broader identity they desire. This means they are versatile and not just limited to video production, addressing the need to be seen as a comprehensive media agency.
Intention 3
We aim to be acknowledged as creators of timeless stories.
Solution 3
In the tagline, the inclusion of "Storytelling" puts a direct emphasis on Astra's commitment to creating stories.
In the vision statement, the phrase "Perpetuating your stories" underscores the enduring nature of the narratives Astra creates. The word "perpetuating" implies a continuation, a legacy, ensuring the stories are not just for the moment but are timeless.
In the mission statement, by stating they assist various groups "in defining and crafting narratives tailored to their genetic blueprint," Astra is emphasizing the depth, personalization, and uniqueness of the stories they help craft. This bespoke approach to storytelling ensures the narratives resonate deeply with their audience, further cementing their timeless quality.
In the belief statement, the conviction that "emotions define compelling narratives" resonates with the idea of timeless stories. Emotion-driven stories tend to be remembered and shared across generations, showcasing Astra's belief in the power of emotional connection in creating lasting narratives.
To conclude, our journey with Astra epitomizes the power of strategic productization for the brand prism creation process. For which the core properties (intention, keywords, brand prism) have been analyzed in section 1. Consequently, this case study exemplified how our O.M.P.A.I.A framework can redefine and elevate any brand’ identity. In our example, Astra seeking a refreshed brand presence, benefited from our structured approach, integrating their core intentions with select keywords to craft a resonant brand prism. The results, evident in their tagline, vision, mission, and belief, highlight Astra's commitment to sophistication, versatility, and the creation of enduring narratives. Through this rigorous process, we have not only transformed Astra's brand but also demonstrated the profound impact of a systematic approach to brand design, and storytelling.
How we productized the brand prism creation process for our latest case study: Astra; leveraging our O.M.P.A.I.A framework.
Before going further in the examination of how we productized the brand prism creation process for Astra; leveraging our O.M.P.A.I.A framework; object, method, particularity, audience, identity, action. Lets define what we mean by productization. Simply put, "Productization" refers to the process of transforming something, usually a concept or a raw idea, into a standard, fully developed, and marketable product. The concept of ‘Product’ varies, of course. For example:
- In software development, a tool birthed from a specific challenge can be enhanced with user-friendly interfaces and better efficiency for wider use.
- In brand design, a designer's unique style might be transformed into standardized branding kits, encompassing logos and color schemes, ready for businesses at set prices.
- A consultant might package their specialized frameworks into structured workshops or online courses, allowing businesses easier access to their expertise.
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In Astra’s case, the product is a brand prism + its associated visual language (logo, colour palettes, and typographic system).
When Astra (a media strategy and production company) approached us 3 months ago. They expressed their desire to re-think the way they positioned themselves (the brand), and their services in a highly competive market. Moreover, they clearly expressed to us how they felt their customers never fully grasping the breadth, and depth of their strategic thinking and making capabilities. Hindering their ability to scale, and sell their services at a premium. As our process dictates; (1) defining the intention, (2) keywords, and (3) brand prism, naturally, the first step was for us to help them define in their own words the reason(s) for their brand’s existence. Below are their answers:
- We aspire for sophistication without being distant.
- While primarily a video agency, Astra needs a broader identity.
- We aim to be acknowledged as creators of timeless stories.
After several conversations our objective was now to extract keywords that would: (1) reflect Astra’s core values, and (2) align with their intentions. Below are the extracted keywords:
- Elevated: Reflects Astra's wish for sophistication yet remaining accessible.
- Media: Encompasses Astra's wider role beyond just video content.
- Storytelling: Signifies their quest to craft enduring narratives.
Finally, by associating [intention + keywords + O.M.P.A.I.A framework], we re-imagined Astra’s brand prism:
TaglineParticularity + Object [Elevated] + [Storytelling]
Vision
Action + Object + Method + Object[Perpetuating] + [your stories] + [using media as a vector for] + [timeless experiences]
Mission
Action + Audience + Action + Object + Particularity[We steer] + [athletes, pioneers, innovators, and businesses] + [in defining and crafting] + [narratives] + [tailored to their genetic blueprint]
Belief
Identity + Action + Object + Action + Object[We are a team of trailblazers] + [sharing the belief] + [that emotions] + [define] + [compelling narratives]
This unique approach enbaled us to achieve two things:
- Building a brand prism for Astra that allowed for (a) the identification, and (b) coherent and impactful dissemination of their values across multiple channels and touchpoints. In this case, their website.
- The inspiration of a unique brand design language that incarnate the brand’s visual identity.
- Intention: the foundational reason for a brand's existence, acting as a ‘north-star’ (pre-vision), and can range from economic motives to personal passions or societal contributions.
- Keywords: they encapsulate a brand's core values and ideals, where specific keywords effectively influence narratives, drive consumer loyalty, and shape a lasting legacy.
- Prism: a structured framework, termed the OMPAIA (Object, Method, Particularity, Audience, Identity, Action). Its goal being to articulate the brand essence through distinct facets: tagline, vision, mission, and beliefs.
Intention 1
We aspire for sophistication without being distant.
Solution 1
In the tagline, the term "Elevated" directly speaks to the sophistication aspect, indicating a higher level of quality. Pairing "Elevated" with "Storytelling" bridges the gap between high-end quality and universal relatability. Storytelling is a fundamental human activity, making it accessible and close to everyone, ensuring that while Astra aspires for sophistication, it remains approachable.
Intention 2
While primarily a video agency, Astra needs a broader identity.
Solution 2
In the vision, by stating they are "using media as a vector for timeless experiences," Astra is emphasizing their breadth in content creation and delivery. The choice of the word "media" is significant as it encompasses a range wider than just video, providing Astra with the broader identity they desire. This means they are versatile and not just limited to video production, addressing the need to be seen as a comprehensive media agency.
Intention 3
We aim to be acknowledged as creators of timeless stories.
Solution 3
In the tagline, the inclusion of "Storytelling" puts a direct emphasis on Astra's commitment to creating stories.
In the vision statement, the phrase "Perpetuating your stories" underscores the enduring nature of the narratives Astra creates. The word "perpetuating" implies a continuation, a legacy, ensuring the stories are not just for the moment but are timeless.
In the mission statement, by stating they assist various groups "in defining and crafting narratives tailored to their genetic blueprint," Astra is emphasizing the depth, personalization, and uniqueness of the stories they help craft. This bespoke approach to storytelling ensures the narratives resonate deeply with their audience, further cementing their timeless quality.
In the belief statement, the conviction that "emotions define compelling narratives" resonates with the idea of timeless stories. Emotion-driven stories tend to be remembered and shared across generations, showcasing Astra's belief in the power of emotional connection in creating lasting narratives.
To conclude, our journey with Astra epitomizes the power of strategic productization for the brand prism creation process. For which the core properties (intention, keywords, brand prism) have been analyzed in section 1. Consequently, this case study exemplified how our O.M.P.A.I.A framework can redefine and elevate any brand’ identity. In our example, Astra seeking a refreshed brand presence, benefited from our structured approach, integrating their core intentions with select keywords to craft a resonant brand prism. The results, evident in their tagline, vision, mission, and belief, highlight Astra's commitment to sophistication, versatility, and the creation of enduring narratives. Through this rigorous process, we have not only transformed Astra's brand but also demonstrated the profound impact of a systematic approach to brand design, and storytelling.