Brand Frameworks
Symptoms that your business is outpacing your brand.
Message Fragmentation
Your website, pitch deck, and founder explanation do not quite sound like the same company.
Inconsistency
Brand decisions are being made piecemeal, without a shared direction.
Competition
Competitors seem easier to understand, even when your opportunity may be stronger.
Pitch Drift
You keep rewriting the pitch because the through-line keeps meandering.
Investor Doubt
You are worried investors will see confusion where you see potential.
Team Alignment
Everyone is moving quickly, but not always from the same understanding of what the business is becoming.
These are just a few business challenges that a strong Brand Framework can curb.
Building a business is like building a world. Together, we’ll create a Brand Framework that clarifies that world’s point of view and gives everyone building it a shared direction that keeps up with your business growth.
Four sessions. One-on-one.
Over four live sessions, we will uncover and organize the strategic decisions that guide how your business communicates its unique value to audiences and customers.
Week 1
Identify the Friction
Find what is unclear, inconsistent, or getting in the way of the business being understood.
Week 2
Define the Core
Clarify what the business is here to do, who it serves, what it believes, and what future it is trying to create.
Week 3
Find the Position
Explore the competitive environment, identify ways to differentiate, and clarify why this business should matter.
Week 4
Construct the Framework
Synthesize the work into a practical Brand Framework that guides and elevates your efforts going forward.
Not a webinar.
Webinars are designed to be one-size-fits-all, often with loads of homework that takes you away from building your business. This workshop is made to fit and I am the one who does the homework (you just have to grade it).
Not coaching.
Coaches are great at talking to you through your fears and preaching their opinions. This workshop is all about creating real solutions. I’m not a coach, I’m a creative partner.
Not AI.
Claude is great if you want generic brand documents and a generic brand. I am offering the experience, judgment, and partnership needed to craft a brand that’s built on authenticity instead of shortcuts.
(Your unique insight) × (my brand experience)
Over 16 years of experience in brand strategy, design, and communication.
I’ve spent my career refining my approach. I’ll be sharing insights and strategies that have been proven across the hundreds of brand engagements that I have led and participated in.
Select Clients
I bring my experience into a live, collaborative process. It’s not a templated exercise. It’s structured yet flexible, and responsive to your unique business case. I ask the questions, challenge assumptions, and help turn the difficult-to-articulate parts of your business into a Brand Framework your team can actually use.
The Brand Framework.
The output of the workshop is a deck that distills our collaboration into findings, language, and visual tools that bring clarity and direction to every downstream branding activity. It will help you communicate your value to your team, potential investors, customers, and collaborators. It will give your growth guardrails and prevent you from meandering down costly “side quests” that neither align with nor elevate your core business.
Some examples from past sessions:
Disruption Tactics
The tactic areas visualization works to break down tactics for disrupting the competition with things like marketing, brand communication, product development, and more.
Competitive Audit
This is one of the visual components generated for a fintech client. The goal is to gather logos of brands in the same space in order to see the standard that you are aiming for. The competitive audit explores these competitors and strategizes ways to stand out in this playing field.
Brand Tone Scales
By including three founders’ inputs, we were able to create a visualization of the brand’s existing tone, highlighting the areas of consensus and dissent. Following this exercise, we defined a unified objective for the brand’s tone and identified specific brand strategies to achieve the agreed upon tone.
Positioning Matrix
The brand position matrix is useful in mapping the competitive landscape. In this example, we visualized the business’s existing position and identified fertile, defendable ground where the brand could plant itself.
Visual Territories
The visual territories work is helpful in defining the visual and emotional tone of the brand. This activity is often done immediately after the Brand Framework sessions and is essential to developing the visual brand identity.
Speaking the language.
This workshop will also tease out important insights about the way you speak about your business and brand. We will define things like the brand’s values, beliefs, and personality. We will articulate who is most ready for your message and reduce everything you offer to an essence statement that makes clear to everyone why they should want to align with what you’re creating.
Apply to participate.
Fill out the form below to get started. I read every application and reply within 48 hours. If it looks like a good fit, we’ll jump on a 20-minute call where you can ask any questions, and we’ll schedule the four sessions. I take on no more that six workshop clients at a time.
Your first session is completely free.
The four workshop sessions and Brand Framework deliverable are being offered for $740. You pay only once you decide to continue past the first full session. If, after we get started, you find this is not for you, there is no invoice and no cost to you.
FAQ
Not exactly. This workshop does not produce a logo, color palette, website, or complete visual identity. It creates the strategic Brand Framework those things can be built from later.
A Brand Framework is a practical guide to what your business stands for, who it serves, what makes it different, and how it should communicate. It gives your team a shared point of view while the business continues to take shape.
Sure thing! I like to ensure we are dealing with decision-makers. More than three from your side can start to become cumbersome, but anything is possible.
No. In fact, this is designed for founders who know a more developed brand will eventually be important but are not ready to make that larger investment yet.
No. The workshop can be useful before a funding round, after funding, or during any period when the business is growing and its communication needs greater clarity.
No, but there needs to be something real to work on: an active business, a credible opportunity, a working product or service, or a clear direction you are actively pursuing.
Nope. The 20-minute call is just to get us introduced and aligned (also no cost). The free session is the 1-hour session that comes after.
Not really. The idea is that your work takes place in the sessions. However, ruminating on the things we are talking about is always good and will help future sessions be more productive. I do have one specific worksheet that I can leave with you after our 20 minute call or we can fill it out on that call. But the rest of the homework is mine to do.
Yes. The first session is a real strategy session, not a sales call. You pay only if you decide to continue after that session.
Let’s chat. Go to evanmade.com/contact. No promises, but maybe we can work something out.
You totally could! Lots of people do that. But know that your brand will have an average, generic, lost-in-the-noise brand that looks like everyone else who is using AI. This workshop adds context, judgment, challenge, and experience. Human work will make the framework actually fit your business and relate to actual humans.
Sure. If you’re in a hurry, we can talk about how to streamline the process. But know that the time between sessions is meant to give us both time to ruminate in work. Like pickles. Not that I don’t like a good “quick pickle” recipe.
I will send you a PDF slide deck that articulates the findings and insights from our conversations. What that deck looks like depends a lot on the work we do. No two are the same. But there are a few examples up above of some of the kinds of things we will create.
That’s easy. We can build just about anything you need; it will just be an additional scope.