With the Helder Brand Frame®, you can define and visualize your brand identity at a glance. It helps turn implicit knowledge into explicit guidance – making it clear and actionable. This enables you to create:
a valid decision-making basis for measures, product development, or brand experiences
a clear framework for consistent branding and messaging that differentiates
a brand that people can identify with: For your team, for talents and, of course, for customers.
Key elements of the Helder Brand Frame®
Competence: The performance of the brand that sets it apart from the competition
Ambition: The tangible description of what the brand aims to achieve.
Mission: A statement outlining the value the brand delivers to its customers.
Values: The definition of what the brand offers that is distinct from competitors.
Core: The clarified essence of what the brand stands for.
Advantages of using the Helder Brand Frame® Template
With the Helder Brand Frame®, you capture all relevant strategic fundamentals, thereby defining the framework for guiding and evolving your brand. The Helder Brand Frame® is designed to be suitable as well for internal company communication across different departments.
Clarity: Offers a complete, easy-to-grasp overview of the brand’s identity.
Consistency: Ensures all teams communicate and design from the same strategic foundation.
Decision-making: Acts as a reference point for evaluating initiatives, messaging, and design choices.
Differentiation: Sharpens the brand’s unique position in the competitive landscape.
Alignment: Creates a shared understanding for teams, leadership, and external partners.
Creating your Helder Brand Frame®
Start with the brand’s ambition and define a bold, inspiring and relevant picture of where the brand is headed. This will serve as your strategic reference point for the entire process. From there, we recommend moving forward in the following order: definition of competence, formulation of the mission statement, clarification of values and finally the brand essence.
Then take a step back. Once you are done, review whether the content is consistent throughout. Treat any sense of inconsistency with care and refine the content if needed. Finally, make sure to use the Helder Brand Frame® consistently as a decision making aid in branding, brand development and brand management.
