1
1. What the brand claims
Positioning is the strategic claim: who it’s for, what it competes against, what makes it different. Messaging turns that into approved words, pillars, and a claims table.Almost every “can we say this?” question is answered by the claims table.
2
2. How the brand sounds
Brand voice and tone. Section 4 is the one to bookmark: it pairs off-brand and on-brand versions of real lines across every channel you’ll write for. Section 2 does the same thing per voice trait.
3
3. How the brand looks
Visual identity for color, type, spacing, imagery and icons. Logo usage for anything involving the logo, including the misuse list.
4
4. Where the files are
Brand assets holds the register: what exists, where it lives, who owns it, and what you’re allowed to use it for. Never use a file from a deck, a screenshot, or a search result.
5
5. How work gets briefed and approved
Brief creative for visuals, write copy for words. Sign-off runs through the brand approval process, and anything with a claim or a price also goes through legal review.
Which document answers which question
Related resources
- Brand guidelines The index to all six brand documents.
- Set up your brand If the workbooks aren’t filled in yet.
- Brief creative The path for visual work.
- Write copy The path for written work.
- New member onboarding The general induction.
Get the complete Marketing OS
Refer 3 friends and every workbook, brief, and checklist here arrives as one connected Notion system.
Have us run it for you
We install this system inside your team and run your paid media against it.