Overdesigned. Overwritten. Underused.
Too many brand platforms are long, dense, and rarely used. But a good one isn’t about volume—it’s about clarity. It should be a tool your team can actually use to write, design, present, pitch, or onboard.
Here’s what we believe you really need:
Mission: What you do and for whom. This keeps everyone aligned on the core purpose of your work.
Vision: The future you’re working toward. It inspires action and helps people see the bigger picture.
Values: What guides how you work. They shape culture and decision-making.
Personality: How your brand acts and sounds. So your voice stays consistent, human, and recognizable. This can represent the tone of voice that defines your brand and helps everyone communicate with the same energy and intent.
Elevator pitch: A short, clear explanation of who you are and why it matters. Gives people a confident way to talk about your brand.
Supporting messages and proof points: Talking points backed by real examples. Helps build trust and reinforces credibility.
Some teams use brand pillars in place of values. That works if they’re tied to messaging and not just abstract ideas. The key is usability. If your team doesn’t know how to apply them, they’re just more words on a page.
“We’ve seen too many brand platforms designed to impress but impossible to use. If your team doesn’t know how to use it, it’s not brand strategy—it’s shelf décor.”
The best brand platforms speak to the emotional core of the audience first—the limbic brain, where decisions are made. They translate business goals into human terms, then use data, logic, and proof points to support and reinforce. It’s business-to-human, not business-to-business or business-to-consumer. That shift makes all the difference.
The goal isn’t to impress. It’s to equip. If your brand platform doesn’t help someone write a newsletter intro, a presentation, or an onboarding doc, it’s time to simplify.
Case in Point:
With Valent BioSciences, our challenge was to reframe how the organization saw itself while aligning more closely with how its primary customers viewed their work. Historically positioned as an agricultural chemical manufacturer, the brand needed to speak more directly to its public health impact. We leaned into the way their customers approached each challenge as an art form—solving complex problems with creativity, science, and empathy. By keeping the brand simple and emotionally grounded, we developed a core message that resonated a decade ago and continues to stay relevant—creating space to engage future stakeholders.
If you’re working with a brand platform that feels bloated—or one that no one’s using—we’d be happy to take a look. Sometimes, a few smart edits are all it takes to turn it into a tool your team can actually use to write, design, or plan with confidence.