A framework for understanding branding.
Your brand is the energy that you put out. It’s your organization’s humanity.
It’s how your business connects with people.
It’s the one thing you can improve that will improve everything else
It’s defined differently by every branding specialist and has a ton of moving parts.
So in order to wrap my own head around it, I had to create a way of thinking about it that untangled all of the different elements and rearranged them in a way that illustrated just how they are interlinked together, how they interact, and how they feed into one another.
Divided into 6 Aspects from Root to Fruit.
Aspect I – Who You Are
Like a tree, your brand starts with its Roots.
They anchor the tree and feed everything above ground, just as a brand’s Purpose, Vision, and Mission define its core.
- Deep, strong roots = A clear, unshakable brand foundation.
- Shallow or weak roots = A brand that topples easily when faced with challenges.
If a brand struggles with inconsistency, misalignment, or disconnection, the issue is likely root-level—a lack of clarity in Purpose, Vision, or Mission.
And in your world, everything obeys the Natural Laws you establish.
These are your Brand Values.