The Brand Alignment Workbook

Brand Alignment is the consistency in answers you and your team give about your company, market, and customers without looking at the research.

Its purpose is to determine how well aligned your team is and highlight gaps in your knowledge.

How to use it

Depending on your goals, you can:

• Answer on your own to determine where you need to do more research
• Distribute to your team to answer independently, then share answers
• Facilitate a team session where you discuss and come up with shared responses
• Distribute to specific teams and compete on who is most aligned

No matter how you use this, be as specific and brief as possible.

• If you require several sentences to describe your promise, it’s not clear enough.
• If your customer base is too broad, you aren’t being targeted enough.
• If your brand promise sounds generic, you aren’t unique enough.

🎉 Most of all - have fun!