Simon Sinek's Golden Circle describes why the brand does what it does and how it does it. The brand purpose forms the why - this should be formulated first and forms the core of the strategy. The considerations from the exercise of the Brand Purpose Board help as a basis.

The Brand Purpose Board is a matrix that captures the purpose, the goals, the target groups, their needs and the corresponding solutions ofered by the brands.

The brand vision is a specific goal that the brand wants to achieve within a defined period of time. It reflects the internal view and serves as motivation and orientation for the employees.

The mission statement formulates the value proposition. It summarizes the concrete added value, the customerexperience when they use the brand's services.