What is a brand strategy?
A strategy is a long-term plan for how a brand fulfills its mission and goals. This reference page shows how a strategic brand book can be organized into clear sections in Visualbook.
Using sections, you can create any strategic page in Visualbook and edit it quickly. Below are some sample strategic materials for inspiration.
Personas
Fictional audience profiles that focus decision-making and content. Personas serve as practical guidance for product, marketing and sales.
Richard (30–50) – Chef/Manager, primary aspirational audience
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- Dedicated pro running the kitchen/operation, short on time.
- Seeks reliable solutions and partners – downtime = stress and costs.
- Expects certainty, quality, support and fast response.
Mariusz (35–55) – Procurement/Planner, secondary audience
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- Focused on efficiency and total cost of ownership.
- Needs clear documentation, comparisons and long-term availability.
- Requires transparency, service infrastructure and references.
Antonín (45–55) – Distributor & Sales/Service team, secondary
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- Needs to share up-to-date materials and reasons-to-believe in the field.
- Values unified link cards and downloadable assets.
- Fast orientation and local languages are critical.
Eva (28–45) – Marketing/Brand Manager, secondary audience
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- Looks for a single source of truth for strategy and execution.
- Needs versions, approvals and easy sharing with agencies.
- Demands consistency across channels and teams.
Tone of voice chart
Use the chart to visually define the character of the brand or, for example, the style of writing texts. You can define a single property or any large group of properties. This chart is useful, for example, for defining Tone of Voice and others.
Friendly
Authoritative
Serious
Playful
Elite
Mass
Conventional
Rebel
Voice and tone
How the brand speaks in common situations. Voice stays stable; tone adapts to context.
Voice
- Approachable – talk like a colleague, not an office.
- Concrete – practical steps, minimal jargon.
- Professional – respectful, focused on user value.
Tone
Adjust formality by channel. Friendly and practical in newsletters; exact in legal docs.
Brand personality
Human traits customers perceive in how the brand speaks and acts. Keeps communication consistent.
Caregiver
Proactive support, clarity and trust. We treat people with respect.
Creator
Simple solutions to complex tasks. Tools that give people control.
Brand essence
Short summary of the brand’s core values and promises. The table shows how Visualbook drives clarity.
| Pillar | Meaning | Proof |
|---|---|---|
| Transparency | One single source of truth for every rule and asset | Shared links and versions |
| Simplicity | Clear modules and templates | Section and block patterns |
| Collaboration | Tasks and comments across teams | Permissions |
Who we’re for
The main audiences the brand serves and what problems we solve for them.
Marketing / Brand Manager
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Needs to update and share strategy fast, with version certainty and change history.
Designer / Studio
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Looks for clear briefs, visual examples and downloads – all in one place.
Sales / Service team
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Needs reasons-to-believe translated into practice. Shared link cards work in the field.
Reasons to believe & differentiators
Why the brand wins. Arguments align to essence and audience needs.
Smart comfort
Clear templates, fast publishing and localised translations.
No loss of fidelity
Versioning, permissions, exports and audit trail.
Shared language
Unified terms and patterns help across teams and vendors.
Archetype
Probably the most popular brand framework, blending C. G. Jung’s psychological construct of archetypes (albeit very loosely) with marketing needs. The authors are Margaret Mark and Carol Pearson.
Tip
There are a wide variety of applications and ways to use them; you can find a brief description of each archetypal position, for example, here.
Caregiver
The Caregiver exudes kindness, reliability, and empathy. Brands embodying this archetype help, protect, and create a safe environment for customers. They excel at friendly communication, high-quality services, and products that make life easier. This archetype is ideal for the healthcare, education, and family care sectors, where trust and support play a key role.
| A Deep Desire | To help others, protect them, and care for them. |
| Goal | To ensure the well-being of others and provide them with safety and support. |
| Strategy | To be compassionate and caring; to offer help, support, and services; to take responsibility for others. |
| But | Empathy, selflessness, and the ability to make sacrifices for others. |
Brand key
One of the most used brand tools, you can find everything about it here.
1) Strengths
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- Innovation
- Individuality
- Sharing
- Credibility
2) Competitive environment
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- Minimalism
- Discretion
- Online communication
- Social responsibility
3) Target
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- Diversified
- Engaged
- Empathetic
- Inspiring
- Significant
- Shared
4) Insight
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- Opening up to new perspectives
- To nature enthusiasts
- Innovative approach
5) Benefits
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- Healthy family
- Harmonious family
- Responsible family
- Sustainable planet
6) Values + personality
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- Freshness
- Freedom
- Diversity
- Uniqueness
7) Reason to believe
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- Quality craftsmanship
- Innovative technology
- Global reach
8) Discriminator
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- Efficiency with regard to sustainability
9) Essence
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Just do it!
Pillars of the brand
3 standing legs on which our mark rests. They are based on attributes, but add context. We enforce the pillars in communication and they determine other tools such as the tonality manual.
1) Sustainability
Through our commitment to quality and sustainability, we continually go above and beyond the ordinary. Every aspect of our business is carefully thought out to be environmentally friendly without sacrificing quality.
From the selection of raw materials and manufacturing processes to our packaging and distribution methods, we are always looking for ways to minimize our negative impact on the planet. Sometimes this leads us to surprising innovations, other times to constant revisions of best practices. Our commitment to going beyond the ordinary is our path to a better and more sustainable future.
2) Professional
This is a key reason why the first pillar of our work is so challenging. Our endless efforts are directed towards ensuring that each of our users is satisfied with our products every day.
Our team is constantly searching for the perfect compromise between efficiency and environmental friendliness. We want our customers to be able to use our products without worrying about their well-being and the cleanliness of their home. We want our customers to have peace of mind because we know that sustainability doesn't have to mean sacrifice.
3) Courage
Of course. Truth is a key element for us, especially to achieve a pure mind. We offer our customers the opportunity to look behind the veil and confront the truth face to face.
We realize that clean laundry may not smell for weeks and clean dishes may not sparkle like crystal. These illusions are presented daily on television at considerable expense. While we respect that not everyone will be inspired by our truth, we stand by our choice and cannot take it back.
Other relevant links
This section effectively links the pages of your manual and directs users to other relevant content.
Note
Each tab displays the relevant icons of its tab – you can easily tell if it is a signpost, a password-protected page or an external link.