Audience and positioning
Who the brand is for, the category it competes in and why it is the credible choice for that reader.
Brand strategy · Brand profile
Decide what the brand says before anyone writes a word for it.
The brand profile is where Mengo records the brand strategy: who the brand is for, what it promises, how it sounds and the messages it repeats. Every tagline, pitch, page and post then starts from the same written decisions.
- Built on the business foundation
- One brand profile per business or client
Brand profileIllustration
- Positioning statementUsed for: website hero, sales pitches, profiles
- Brand promiseUsed for: taglines and campaign themes
- Voice and tone guidelinesUsed for: every piece of copy and every email
- Key messagesUsed for: content topics, scripts and presentations
An example of how a brand profile can feed later work. Simplified for illustration.
The problem
Without a written strategy, every asset invents the brand again.
When the positioning lives only in your head, the website says one thing, the pitch deck another and the LinkedIn bio a third.
Each version sounds reasonable on its own. Together they leave a prospect unsure what the business actually stands for. The fix is not better writing on each asset. It is a single brand strategy, written down once, that every asset can be checked against.
Ground it in your MOAT analysisNo defined audienceCopy written for everyone ends up persuading no one in particular.
A voice that changes with the writerWhoever writes the asset decides the tone, so the brand sounds different on every channel.
Claims with no anchorMessages that are not tied to the business's real strengths sound like a competitor's.
What a brand profile holds
The decisions every later asset relies on.
These are the parts of a brand strategy worth writing down before any content is produced, for your own business or a client's.
Promise and value
The outcome the customer can expect, stated so that a customer could later say whether it held true.
Voice and tone
How the brand sounds: sentence length, formality, how close it stands to the reader and what it never says.
Key messages
The handful of points the brand repeats across pages, pitches and posts.
Brand story
Why the business exists and the problem it was built to solve, told the same way every time.
Personality and values
The traits and values the copy should demonstrate rather than announce.
How to build it
From business facts to a strategy you can check copy against.
A simple sequence for writing the brand profile in Mengo.
-
Start from the foundation
Use the business profile, ICPs, personas and competitor research already stored in business intelligence, so the strategy reflects real facts.
-
Choose one position
Pick the narrower, more defensible claim over the broad one. Swap in a competitor's name: if the sentence still fits, narrow it further.
-
Write the voice and messages
Record tone guidelines and key messages in plain language, so anyone producing an asset can apply them.
Where it is used next
A written strategy gives every other brand tool its direction.
Once the profile exists, the rest of the module works from it instead of starting from scratch.
Brand strategy & identity
More in the brand module.
The brand profile is the first step. Open the part of the module you need next.
Write a brand strategy every asset can follow.
Tell us about the business or the clients you market. We will show you how the brand profile is built from your business foundation and how it shapes taglines, pitches and content.
- A brand profile built from real business facts
- How voice and key messages carry into every asset
- A straight answer on fit for your situation
Rather write directly? Email info@mengo.si.