Your brand foundations make up your brand's unique DNA.
They will decision making and help keep your brand on-track at all times. If you begin to feel lost, or you get a gut feeling something is pulling you away from what you set out to do, you can go back to your BRAND BLUEPRINT - summarising your all-important brand foundations - and remind yourself what your brand is here to do and how.
THE FOUNDATIONS OF YOUR BRAND:
Purpose - your 'why', reason for being
Vision - your aspirational vision of the future (where you're headed)
Values - your guiding lights for how to exist
Beliefs - your statements of truth or what 'should be'
Archetype, Personality & Tone of Voice - your brand as a person
Essence - your brand distilled into 1-2 words
Impact - your brand's contribution to the world