For all founders and idea owners. This tool will help you create a powerful brand story. All legendary brands like Apple or Nike have powerful stories. Behind these stories is a framework that helps you craft the soul of your brand: the Brand Prism.

Made of a tagline, vision, mission, and beliefs, the Brand Prism is the result of the brand narrative design process. It is that which your audience are going to interact with. It’s purpose is twofold: (1) communicating clearly what your brand is, what it does, for whom, and why. (2) defining and coordinating the form and function of your brand’s customer touchpoints.

From a customer experience point of view (CX), these touchpoints include but are not limited to: 

“Our goal here is to equip you with the knowledge and skills to precisely design and evolve your brand’s story.”

Our goal here is to reveal the inner workings of this framework and equip you with the knowledge and skills to accelerate to precisely design and evolve your brand’s story. 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 go over all fundamental steps of the brand narrative design process:

Lets dive in

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.

“Acting as a ‘pre-vision’ statement; the intention is a brand’s north star. Consistently bringing you back to the big picture.”

All brands exist for a reason, and that reason is up to you. 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 for why their brand exists.

Objects. Multi-disciplinary creative studio. 

• Work with founders to build the assets their business needs 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 code.

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 purpose of my brand? How do I wish others perceived it? What legacy should it leave behind?

These values, embedded in carefully chosen keywords inform a brand's guiding principles. The right keywords weave a compelling narrative, allowing a brand to resonate authentically with consumers and offering them a pathway to enrich their lives.

“Core values, inherently subjective, become concrete when translated into the principles that guide a brand's actions.”

Lets look at a few examples:

Land Rover ("Above and Beyond")

• More than just a slogan, it embodies a heritage of endurance, courage, and respect for traditions. The story of the meticulously restored JUE-477, the original Land Rover, is a powerful illustration of these values in action. More on this here.

Patagonia (Sustainability, Responsibility, Quality):

• These keywords are not just aspirational; they are actively manifested in the brand's repair programs, its advocacy for environmental protection, and its commitment to ethical sourcing.

LEGO (Creativity, Innovation, Education):

• Beyond the simple toy brick, LEGO fosters imaginative play, integrates technological advancements in its manufacturing process, and actively promotes STEM learning through educational kits and initiatives like the LEGO Foundation.

The careful selection of keywords is far more than a mere marketing exercise; it's a profound reflection of the deeper values and ideals that a brand aspires to embody. These carefully chosen words shape the brand's narrative, influence consumer behavior, and ultimately contribute to building a lasting legacy. Successfully integrating strategic actions in engaging narratives with core values nurtures a dedicated consumer base while imbuing the brand's products or services with a clear sense of meaning and purpose.

Each facets of the Brand Prism is itself made up of words arranged in strategic ways. Where the statement is deliberately designed to fulfill a specific function to ensure the clarity and impact of its message.

“Each facet of the Brand Prism relies on a set of essential elements that are strategically arranged to maximize the impact of the message.”

Examining the Prism's Facets:

Tagline: 

• This is more than just a catchy phrase; it's a concise and memorable encapsulation of the brand's core essence. A successful tagline fosters instant brand recognition (e.g., Nike's "Just do it").

Vision:

• A compelling vision statement describes a desired future state that doesn't yet exist, a state that the brand actively commits to helping create. To be truly effective, a vision must transcend cultural shifts, foster a sense of shared belief, and ultimately benefit a broader audience (e.g., BORN's vision is to provide international luxury brands and retailers with a luxury software to help them thrive in business).

Mission: 

• The mission statement outlines the specific actions and strategies the brand will employ to bring its vision to life. While missions may evolve over time, they serve as unwavering guideposts for the organization, unifying team members around a common set of goals (e.g., SpaceX's mission is "To revolutionize space technology, with the ultimate goal of enabling people to live on other planets").

Beliefs:

• The beliefs statement articulates the brand's core identity by defining its target audience and illuminating the fundamental motivations that underpin its mission. A well-crafted beliefs statement not only resonates with the brand's customers but also informs its internal culture (e.g., Whole Foods believes that companies, like individuals, must assume their share of responsibility as tenants of Planet Earth.)

Object: 

• The central focus or subject that the statement revolves around.

Method: 

• The specific means or strategic approach the brand will use to achieve its vision.

Particularity:

• A unique qualifier that adds specificity and distinction to the Object.

Audience:

• The specific group or segment of people the brand aims to serve or address.

Identity: 

• The 'who' of the statement, typically representing the people who embody the brand's values.

Action:

• The verb or verbs that actively describe what the brand is doing or aims to do.

To illustrate the Brand Prism in action, let's examine three diverse brands, dissecting their Tagline, Vision, Mission, and Beliefs based on publicly available information (note: these brands don't explicitly publish a "Brand Prism"). We'll analyze how these brands utilize Objects, Methods, Particularities, Audiences, Identities, and Actions (O.M.P.A.I.A.) to construct their unique identities.

Case Studies:

1. Seed Health
Pioneering microbial sciences for human and planetary health.

• Tagline: The Evolution of Probiotics
  (Action + Object)
• Vision: Pioneering applications of microbes to impact human and planetary health
  (Action + Method + Action + Object)
• Mission: Enabling rapid and efficient translation of breakthrough research across a diverse set of microbial applications for both human and environmental health. 
  (Action + Method + Object + Particularity + Audience)
• Belief: 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.
  (Action + Object + Action + Object + Particularity)

2. Birkenstock
Global footwear brand renowned for the “footbed.”

• Tagline: Comfort in Every Step.
  (Action + Object)
• Vision: To be the global leader in ergonomic footwear, revolutionizing the concept of comfort and well-being through innovative design. 
  (Action + Object + Method + Object + Particularity)
• Mission: To design and manufacture footwear that combines sustainability, quality, and comfort, enriching lives with every step. 
  (Action + Object + Method + Particularity + Audience)
• Belief: 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. (Action + Object + Action + Object + Action + Particularity + Audience)

3. Notion:
The connected workspace for wiki, docs, and projects.

• Tagline:
  All-in-one workspace for your ideas
  (Object + Particularity)
• Vision:
  To reshape the future of work by becoming the central hub for creativity, collaboration, and information sharing in both personal and professional spheres.
  (Action + Object + Method + Object + Particularity)
• Mission:
  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
  (Action + Object + Method + Particularity + Audience)
• Belief:
  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.
  (Action + Object + Method + Particularity + Action + Object + Action + Audience)

Prioritize Clarity:

• 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:

• 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:

• 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:

• 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:

• 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:

• 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.