A marketing tool developed by Donald Miller (and trusted by over 1 million brands) that uses storytelling to develop a framework to help businesses clarify their message and create engaging content.

A semi-fictional representation of an ideal customer or user that helps brands understand their users' needs, behaviors, motivations, and pain points.

The distinct way that a brand “speaks” to its audience including tone, style, and language.

The human-like characteristics that a brand embodies and communicates to its audience to help helps consumers relate to and connect with the brand making it more memorable and distinct from competitors.

A visual symbol that represents a brand’s identity, values, and personality and helps in brand recognition.

The collection of visual and non-visual elements that represent a brand and differentiate it from competitors. It shapes how a brand is perceived by its audience and conveys its values, personality, and mission.

Visual storytelling that captures professional, cohesive images to represent a brand’s identity, values, and personality.