Identity Mapping Board
Identity Mapping Board
Welcome
This is where your brand begins to take shape. Work through each exercise at your own pace — your answers will inform every strategic and creative decision in your identity system.
Step 01
Select up to 5 words that best describe your brand's character. Then click a selected word a second time to star your top 3 essentials.
0 of 5 selected · 0 of 3 starred
Step 02
Drag each slider to define how your brand communicates. These scales will guide tone across messaging, marketing, and client experience.
Step 03
Select 1 or 2 archetypes that resonate with your brand's deeper character. Hover any card to see brand examples. Click to select.
Why do these archetypes fit? Reference your values, services, or tone as evidence.
Step 04
Define the people your brand serves best. Start with your primary audience — you can add up to 3 distinct profiles.
Step 05
Clarify how your brand fits within its competitive landscape and what makes it meaningfully different.
Category & Context
What industry, niche, or market does your brand operate in? Who are the typical players or expectations in this space?
Audience Pain / Market Gap
What common frustrations or unmet needs exist in your space? Where is the market lacking?
Brand Promise
What do you offer that others don't — or better? What makes working with you meaningfully different?
Competitive Landscape
Name up to 5 brands you compete with or admire. For each, note what they stand for and how they relate to you.
Step 06
Plot your current and desired market position on the grid. Then write a positioning statement that anchors your brand.
Positioning Statement
Step 07
Your Brand Identity Card is a distilled snapshot of everything you've mapped. Review it, download it, then submit.
Save a copy for your own records before submitting.
Your responses will be sent to Dispatch and stored securely.