Brand Handbook

Brand Handbook

Embracing Values That Resonate:

Taglines are the snappy little phrases that brands use to squeeze their entire personality into a bite-sized nugget. It’s like trying to fit a T-Rex into a teacup, but hey, we love a challenge! When crafted with finesse, a tagline becomes the clever icebreaker at a networking event, captivating attention and leaving an indelible impression. In this article, we delve into the importance of tagline creation and the art of squeezing your brand’s essence into a bite-sized nugget of brilliance.

So, how exactly do you squeeze your brand’s essence into a bite-sized nugget of brilliance?

Cutting Through the Noise

In a crowded marketplace, standing out from the competition is a never-ending battle. This is where a well-crafted tagline emerges as your secret weapon. A tagline cuts through the noise and captures attention. It is the first impression, elevator pitch, and rallying cry of your brand all rolled into a few carefully chosen words. A memorable tagline differentiates you from the sea of forgettable whispers, transforming your brand into a shout that reverberates through the crowd.

Distilling Personality and Purpose

Creating a tagline is an art form that requires careful consideration and a deep understanding of your brand. It’s about distilling your brand’s personality, purpose, and values into a concise statement that resonates with your target audience. Take everything you’ve learned so far about analysing your brand’s unique attributes and defining its core identity. Consider the emotions you want to evoke and the message you want to convey. Then smoosh it all into a tagline that captures the essence of your brand and leaves a lasting impact on your audience.

For example, Disneyland’s tagline has been “the happiest place on Earth” for decades. This catchy phrase is simple and immediately speaks to everything the mouse stands for: whimsy, joy and global domination. 

Crafting Brilliance: Elements of an Effective Tagline

An effective tagline possesses certain key elements that elevate it from mere words to a powerful statement. There are four basic bits of criteria to consider: 

  1. It should be memorable—something that sticks in the minds of your audience 
  2. It should be clear and concise, conveying your brand’s core message succinctly. 
  3. It should be aligned with your brand’s voice and tone, reflecting its personality and resonating with your target market. 
  4. A great tagline sparks an emotional connection, evoking feelings that forge a lasting bond between your brand and its audience.

By distilling your brand’s personality into a bite-sized nugget of brilliance, you cut through the noise and make your brand unforgettable. So, embrace the challenge of tagline creation, unleashing the power of your brand’s unique voice. 

Looking to craft an unforgettable tagline for your brand? Unlock the secrets to creating a captivating and memorable brand message.

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Brand Handbook

In the vast sea of brands competing for attention, it’s crucial to have a clear and concise way of communicating what makes your brand truly stand out. Enter the elevator pitch, a powerful tool that allows you to distill the essence of your brand into a brief, persuasive speech. It’s the art of capturing attention, generating interest, and conveying your brand’s individuality in a matter of seconds. In this blog post, we delve into the significance of the elevator pitch as a vital component of brand guidelines. Discover why mastering the elevator pitch is key to defining your brand’s uniqueness, differentiation from competitors, and overall success.

The Importance of Boiling It Down:

In a world filled with noise and information overload, attention spans have become shorter than ever. Capturing someone’s interest and making a memorable impression within seconds is no easy feat. That’s where the elevator pitch comes in. It forces you to distill your brand’s essence and value proposition into a concise, compelling message that cuts through the clutter. By honing in on the core elements that differentiate your brand, you’re able to communicate its unique selling points in a way that resonates with your target audience.

Defining Your Unique Differentiation:

Crafting an elevator pitch requires deep introspection and a thorough understanding of your brand’s positioning in the market. It prompts you to ask critical questions such as: What sets us apart? What problems do we solve? What unique value do we bring? By answering these questions, you’re able to identify your brand’s unique differentiation and key selling points.

The Elevator Pitch: Your Brand’s Secret Weapon:

The elevator pitch is more than just a quick introduction or a sales pitch; it’s your brand’s secret weapon. It’s the gateway to capturing attention, sparking curiosity, and creating memorable connections. With a well-crafted elevator pitch, you have the power to leave a lasting impression and differentiate your brand from competitors.

In the realm of brand building, the elevator pitch plays a vital role in defining and communicating your brand’s unique differentiation. It’s the distilled essence of what makes your brand special, memorable, and valuable. By mastering the art of the elevator pitch, you equip your brand with a powerful tool that sets the stage for effective brand guidelines and ultimately leads to success in a crowded marketplace. So, embrace the elevator pitch and unlock the key to unveiling your brand’s individuality and differentiation.

Ready to craft an elevator pitch that makes your brand shine?

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Brand Handbook

What are Customer Avatars?

Picture this: You’re an artist creating a masterpiece, and your canvas is your business. But before you can even pick up your brush, you need to understand who you’re painting for. That’s where customer avatars come in. They are fictional, generalised representations of your target or existing customers. These characters embody the hopes, dreams, fears, and desires of your ideal audience. They’re like Sherlock Holmes meets Dr. Frankenstein, helping you piece together the puzzle of your customers’ minds.

Unveiling the Secrets: Why Customer Avatars Matter

Customer avatars are the gateway to unlocking the secret to customer connection. By delving deep into their psyche, you gain profound insights into their challenges, pain points, and aspirations. It’s like having a backstage pass to their thoughts and emotions. Armed with this knowledge, you can tailor your marketing strategies to resonate with them on a personal level. It’s the difference between whispering sweet nothings in their ear and shouting into the void.

The Creation Process: Building Your Avengers of Avatars

Creating customer avatars is an art form in itself. It requires a blend of creativity, research, and a touch of telepathy (we kid, we kid). Here’s how to assemble your team of avatars:

  • Investigative Research: Get your detective hat on and dive into the world of data and analytics. Study your existing customers, conduct surveys, and unearth those nuggets of information that reveal who they truly are.
  • Paint a Picture: Once you’ve gathered your intel, it’s time to bring your avatars to life. Give them names, ages, professions, and even quirky hobbies. Get specific and make them as real as possible.
  • Empathy is Key: Now that your avatars have identities, step into their shoes. Understand their pain points, challenges, and what keeps them up at night. What are their goals and aspirations? The more you empathise, the better you can address their needs.

Putting Your Avatars to Work: Marketing Magic Unleashed

With your avatars by your side, it’s time to work some marketing magic. Armed with a deep understanding of your customers’ hopes, dreams, and pain points, you can craft messages that speak directly to their hearts. Your content, social media posts, emails, and advertisements become laser-focused, resonating with your target audience in a way that feels like you’re speaking their secret language. It’s like having a built-in translator that turns heads and wins hearts.

Customer avatars are not just figments of your imagination; they are the guiding lights that lead you to the treasure trove of customer connection. By investing time and effort into understanding your customers’ challenges and pain points, you unlock the superpower to create marketing strategies that truly resonate. So, embrace your inner character creator, and let your avatars guide you on the epic journey of brand building. The possibilities are endless, and the rewards are beyond measure.

Ready to supercharge your brand's connection with your audience? Discover the power of customer avatars and how they can transform your marketing strategies.

Take the first step by reaching out to us at Our team of experts is ready to guide you in creating compelling customer avatars that drive results. Don’t miss out on this opportunity to unlock the secret to customer connection. Email us today!

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Break out the red string and corkboard (tin foil hat optional) cause we’re about to do some mapping. Tone mapping, like unravelling a conspiracy theory, helps you decipher how to communicate with your customers effectively. These guidelines establish consistency in your brand’s communication, ensuring that every interaction feels like it’s coming from the same voice. Let’s dive into the world of tone mapping, exploring its importance, the key dimensions to consider, and how it can empower your brand’s communication strategy.

The truth is out there….

Understanding the Power of Tone:

An effective tone of voice speaks volumes about your brand’s personality and helps forge a connection with your target customers. To establish an authentic and relatable tone, it’s crucial to comprehend the type of communication that resonates best with your audience. There are roughly four fundamental dimensions that form the basis of tone mapping: Funny vs. Serious, Casual vs. Formal, Irreverent vs. Respectful, and Enthusiastic vs. Matter of Fact. It’s like a Myers-Briggs test, these dimensions provide a framework for defining your brand’s unique voice.

Decoding the Dimensions:

Funny vs. Serious: Determine where your brand falls on the humour spectrum. Are you inclined towards lighthearted and witty communication, or do you need a more serious and straightforward tone?

Casual vs. Formal: Define the level of formality that suits your brand. Are you comfortable with a relaxed and conversational approach, or does your brand exude a sense of professionalism and formality?

Irreverent vs. Respectful: Consider the balance between playfulness and respect in your communication. Do you embrace a bold and irreverent attitude, or do you maintain a respectful and considerate tone?

Enthusiastic vs. Matter of Fact: Assess the level of enthusiasm that aligns with your brand’s style. Are you a fan of exclamation points? Then you’d want a more energetic and passionate tone. If you’re here to provide info, then you’d adopt a more matter-of-fact and informative approach.

By determining where your brand lies on each of these dimensions, you create a clear reference point for your tone of voice. This framework helps ensure consistency and coherence in all your brand communications, whether it’s social media posts, website copy, or customer support interactions. It allows you to establish a distinct voice that resonates with your audience, builds brand recognition, and fosters trust.

The Impact of Tone Mapping:

Tone mapping goes beyond mere words; it’s about crafting an emotional connection with your customers. A consistent and well-defined tone of voice becomes a key differentiator in a crowded marketplace, enabling your brand to stand out from competitors. It creates a sense of familiarity and builds lasting relationships with your audience. 

A clear tone map also means there will be consistency amongst whoever steps into your marketing shoes. If you ever need the intern to make a social post, they know how to talk like your brand. 

Embrace Your Unique Voice:

Tone mapping is an ongoing process, requiring continuous refinement and adaptation as your brand evolves. Embrace your brand’s unique voice, experiment, and gather feedback from your audience to fine-tune your communication style. Remember, your tone of voice is an expression of your brand’s personality and values, so let it shine authentically.

Tone mapping is the secret to crafting a voice that resonates with your audience. By carefully considering the dimensions listed above, you can establish a distinct tone of voice that sets your brand apart. Embrace the uniqueness of your brand, experiment with different communication styles, and watch as your authentic voice forges stronger connections with your customers. 

Looking to establish a consistent and captivating brand voice? Dive into the world of tone mapping and learn how to create a unique tone of voice that resonates with your target audience.

Email us at to find out more about how The Incubator can help you master tone mapping and elevate your brand’s communication strategy.

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In the vast ocean of competition, brand positioning is the art of differentiating yourself from competitors and carving a unique space in the minds of your customers. It’s like a dating profile, what qualities would make someone want to message you over the other fish in the sea? In this blog, we’ll dive deep into the concept of brand positioning, its importance, and how to craft a compelling positioning statement that sets you apart from the competition.

Finding Your Unique Position:

Brand positioning is all about understanding the unique value that your brand offers to customers. It’s what makes you the go-to choice, the one that stands out from the crowd. Just like a dating profile needs distinctive qualities to attract attention, your brand positioning should resonate with your customers and differentiate you from others in the market. Just like in the world of dating, standing out from the crowd and finding your perfect match requires a captivating profile that sets you apart from competitors. It’s all about showcasing your unique qualities, highlighting what makes you special, and appealing to those who align with your values and aspirations

Crafting a Powerful Positioning Statement:

An easy way to figure out your brand positioning statement is to summarise it in three words, for example: “vegan, traditional & feminine”. Aim for three impactful words that capture the essence of what you offer.  The more specific and tailored your positioning statement is, the better you can find your niche in the market.

Setting Yourself Apart:

A well-crafted brand positioning statement not only resonates with your customers but also reflects what your brand aims to deliver. It sets you apart from the competition and showcases your unique value proposition. It’s your opportunity to shine and attract customers who align with your brand’s offerings and values.

Brand positioning is the key to establishing a distinct identity in the marketplace. It’s about showcasing the unique value you offer. Treat it like a dating profile that highlights your best qualities: craft a powerful positioning statement that resonates with your customers, reflects your brand’s capabilities, and sets you apart from the competition. Embrace your niche and watch your business thrive in the sea of possibilities.

Want to stand out from the competition and capture your audience's attention? Master the art of brand positioning and create a unique value proposition that sets you apart.

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Think Like a Philosopher, Act Like a Brand: Forge Your Own Path

Brand Handbook

Close your eyes and picture men in togas, pondering the mysteries of the world. While their attire may seem outdated, the essence of their philosophical pursuits remains relevant today, as brand philosophy is focused around the ideas that govern your company’s ethics and vision. Your brand philosophy is a distinct set of ideas that define your way of doing things and reflect your unwavering belief in that approach. In this blog, we’ll enlighten you on the importance of brand philosophy in shaping your brand’s development and how identifying what you stand against can ignite your journey towards differentiation and success.

Defining Brand Philosophy:

Brand philosophy encompasses the fundamental ideas that govern your company’s ethics, values, and vision. Steer clear of the mundane, this goes beyond generic notions like “customer service” or “quality” and dives into the essence of what truly makes your brand unique. 

Taking a Stand:

When figuring out your philosophy, it can be easier to think about what you’re against, rather than what you stand for. Taking a stand against what irritates or frustrates you is a powerful catalyst for developing a strong brand philosophy and will save you from falling back on the same basic values.  Identify what pisses you off, and then figure out how you will take a stand against it. This bold stance resonates with your audience, attracts like-minded customers, and sets you apart in the market.

The Perils of Standing for Nothing:

In a fiercely competitive business landscape, standing for nothing leaves your brand vulnerable to the whims of others. Without a clear brand philosophy, you risk losing your sense of purpose and becoming a mere follower, easily swayed by trends and external pressures. On the other hand, a well-defined brand philosophy becomes your guiding light, providing direction and conviction as you navigate challenges and make decisions that align with your core beliefs.

Embracing Your Brand Philosophy:

Crafting and embracing your brand philosophy is a transformative journey. It requires introspection, self-awareness, and a deep understanding of your values and aspirations. It’s about identifying what truly matters to your brand and how you can make a meaningful impact in the world. By aligning your brand with your beliefs, you establish an authentic connection with your audience and forge a unique path that sets you apart in your industry.

Brand philosophy is the bedrock upon which your brand’s development is built. It’s a reflection of your company’s ethics, values, and vision—a distinct way of doing things that sets you apart from the crowd. Define your brand philosophy with clarity and conviction and you’ll attract customers who share your beliefs and amplify your impact in the market. Remember, if you stand for nothing, you’ll fall for anything

Ready to forge your own path and create a brand that stands for something meaningful? Explore the world of brand philosophy and discover how it can shape your company's ethics and vision.

Email us at to find out more about how The Incubator can help you develop a compelling brand philosophy and differentiate yourself in the market.

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Passion, hard work, whether or not you like pineapple on pizza. Brand values are the uncompromising ideas that truly matter to you. These values serve as the guiding principles that shape your company’s identity and decisions as it grows. 

Embracing Values That Resonate:

When crafting your brand values, it’s crucial to consider concepts that genuinely resonate with you. If words like integrity, quality or diversity appeal to you, ask yourself why and make sure your brand can uphold those values. These values should align with your personal beliefs and become the foundation upon which your brand stands.

The Pizza Principle:

Just as pizza toppings reflect personal taste, brand values reflect the essence of your business. Choosing the right words for your brand is like selecting ingredients that you can actually sink your teeth into. Sure, Hawaiian is a classic choice, but if the thought of sweetness on a savoury pizza makes you queasy, then skip it! Don’t order anything you can’t commit to devouring, and don’t pick values you can’t uphold.

There’s no one-size-fits-all recipe here, just what feels right for you. Whether you’re a pineapple aficionado or a staunch traditionalist, it’s about finding the right combination that resonates with your taste buds.

Guiding Your Business, Even in the Shadows:

Brand values play a vital role in shaping how your company sees itself, even when nobody else is watching. They serve as a constant reminder of the principles you hold dear and guide your decision-making process. Upholding your values consistently strengthens your brand’s integrity and fosters trust with your audience.

To continue the metaphor, if you say you have vegetarian options then you better be able to break out the vege-rama pizza, rather than telling someone that they can just eat the garlic bread. Your audience trusts you to uphold these ideals, internally and externally. 

Brand values should reflect the core principles that matter to you and will shape your decision-making as you grow. Your brand values are like the perfect pizza toppings, a delicious blend of ideas that are uniquely personal to you. Let them define your business’s identity and serve as a constant reminder of what truly matters. Uphold your brand values proudly and watch as they shape the success and integrity of your brand.

Looking to infuse your company with meaningful values that resonate with your audience?

Email us at to find out more about how The Incubator can help you define and integrate your company’s values for maximum impact.

Let’s embark on this journey together and create a brand that leaves a lasting impact.

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Your brand mantra is a crucial aspect of establishing a strong identity. This statement expresses the core of what your brand represents and the image you want to put out into the world. It’s a call to arms that inspires others to connect with your brand. Let’s crack open the grimoire and explore the process of crafting a spellbinding message that leaves everyone captivated.

Understanding a Brand Mantra
At its heart, your brand mantra is a powerful expression that conveys the soul of a brand. It is a callout that sets the tone for your brand and defines its unique character. The aim is to create a powerful and memorable message that resonates with consumers.

Nike, for example, uses three words as their brand mantra:

“Authentic Athletic Performance”

This mantra emphasises the authenticity of the brand and creates emotional associations, you can practically see the fit people running on treadmills when you hear those words.
Sum up all the feelings, vibes, and dreams your brand wants to evoke in others, then smash them together into a concise statement.

How Do I Do That?
Crafting a compelling brand mantra requires honesty, research, and introspection. It’s about going beyond surface-level buzzwords and getting to the heart of what your brand truly stands for. Here are some steps to help you create a mesmerising brand mantra:

  • Dig deep: Reflect on the purpose and values that drive your brand. What is it that sets you apart from the competition? What are the core beliefs and principles that guide your business?
  • Know your audience: Understand your target audience. How does your brand align with their values? What message will resonate with them on a deep and meaningful level?
  • Craft your story: Use the power of storytelling to create a narrative that engages and inspires. Tell the story of your brand’s journey, its mission, and the impact it aims to make in the world.
  • Stay true to yourself: Ensure that your brand mantra aligns with the core essence of your brand. It should be an authentic representation of who you are and what you believe in. Don’t chase trends or try to be something you’re not. Embrace your unique identity and let it shine through in your brand mantra.

The Impact of a Powerful Brand Mantra
A well-crafted brand mantra is integral to brand recognition. It has the power to ignite emotions, inspire action, and forge a connection between the consumer and brand. If a customer was asked to sum up your brand, you hold the power to shape their answers by providing a simple and compelling brand story.

Ready to discover the essence of your brand and create a captivating brand mantra that evokes emotions and inspires others?

Email us at to find out more about how The Incubator can help you uncover the true essence of your brand and craft a powerful brand message that sets you apart.

Let’s embark on this journey together and create a brand that leaves a lasting impact.

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