Most people think branding is about adding decoration to your product to make it attractive. It’s actually just one simple thing: the truth. We’ll break down what we mean when we talk about “branding” — both what it is and what it’s not — and get clear on why it’s one of the most important things you can do for the success of your business.

Stop ruminating on wordy mission, vision, and value statements. You only need to know one thing — your purpose. By using a proven framework, we’ll establish a north star that your company and customers can rally around. You’ll be able to easily articulate why you exist and why anyone should care.

If you don’t know what space you want to occupy in your customer’s minds, you’ll lose to brands that do. The best companies define their position early and win their category. We’ll discover your true target audience using the concentric circle model, and map a plan for the next 18 months.

Branding is just a thought exercise — unless it actually comes to life the moment someone interacts with your product. Define your brand’s personality and translate it into launch-ready assets.