Before anything else we write down what we’re solving. What’s working, what isn’t, what’s protected, what’s out of scope, and what success looks like in eighteen weeks. You sign it off, and it’s what we measure the work against at the end.

The outside view. The named players in your category, how they show up, what they claim, and the language they actually use across their websites, taglines, value propositions and sales decks. Built from published sources, their websites, campaigns, fund documents, decks and public commentary. It shows you which ground is already taken, which phrases the whole category is leaning on, and where there is space that could genuinely be yours.

The inside view. Where the Map looks outward at the category, this looks inward at you. Your three or four closest competitors set against your own claims, point by point, for where you genuinely match them and where you genuinely differ. Every point is tested against published evidence rather than assertion, so what you say about yourselves holds up when someone checks it.

The foundations, written down in one place. What you stand for, where you’re headed, what you believe, how you’re positioned, and the personality that comes with it. Most of this already lives in your business, in slightly different versions and places depending on who you ask. We draw it out, agree it with you, and document it as the single source of truth everything else in the project gets built on.

Your four priority audiences, agreed with you in the Brand Brief. Who they actually are, what they’re trying to resolve, and how they move from not knowing you to choosing you. We map the moments that matter along the way and what needs to be said at each one.

Your master message, three or four pillars with proof points underneath, and a diagram showing how it all stacks together. This is the hierarchy your team writes to, and it sits above the CVPs and the boilerplate.

Voice principles, a voice map, and before-and-after examples, so everything you publish sounds like it came from the same place. Written to be used by people who aren’t writers. At this tier it comes with style rules and worked examples across email, LinkedIn, deck and web, a forbidden words list, and notes on how the voice flexes depending on where it’s used and who it’s for.

One recommended line with the reasoning behind it, plus two alternates. At this tier the shortlist is pressure-tested before it reaches you: checked against the category language so it isn’t a phrase three competitors are already leaning on, and checked for how it holds up in a deck, on a wall and in a sentence someone says out loud.

Three propositions for each of your four priority audiences, written in your tone of voice. Ready to lift straight into a pitch pack, a web page or an outreach email without a rewrite.

How you describe yourselves, at fifty, a hundred and two hundred words. For RFPs, intro decks, partner submissions and the website. Written once, so your team can reuse it rather than rewrite it each time.

Custom prompts your team can use to draft on-brand content for the things you publish most often. Built on your finished strategy, so what comes out sounds like you.