Brand Wedge Builder

Articulate and validate your brand’s core identity

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In today’s hyper-competitive market, a strong brand isn’t just a nice-to-have; it’s a strategic imperative. But what makes a brand truly strong? Consistency. A clear, actionable, and well-aligned brand wedge is your secret weapon for building trust, differentiation, and loyalty.

The Brand Wedge Builder is a simple yet powerful tool designed to help you articulate and validate your brand’s core identity. It bridges the gap between your brand's Jobs to Be Done (JTBD) and how it consistently shows up for your users—visually, verbally, and experientially.

Here’s how it works:

1️⃣ Define: Identify the perception of your industry, your users' pain points, and their non-negotiables.
2️⃣ Craft Your Wedge: Use a structured framework to draft a brand wedge that captures your brand’s essence.
3️⃣ Validate: Test your wedge with real-world scenarios to ensure it guides consistent, aligned decisions.

Why It’s So Useful:
The Brand Wedge Builder empowers teams by creating a shared understanding of the brand. It acts as a north star for decision-making, ensuring that every action—whether it’s a product tweak, a marketing campaign, or a customer service response—aligns with your brand's promise. It’s more than a tool; it’s a lens through which your brand grows authentically.

Take the First Step Towards Brand Clarity

The Brand Wedge Builder isn’t just a tool; it’s a mindset shift. It forces you to think deeply about what matters most to your users and how to show up for them consistently. Whether you're launching a new product or realigning an established brand, this tool will help you create a cohesive and actionable brand identity.

Ready to build your brand wedge? Start today and see the difference clarity can make! 🚀

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Frequently asked questions

What is a Notion template?

A Notion template is any publicly shared page in Notion that can be duplicated. They allow you to duplicate other workflows and systems that you want to use.

How to duplicate a template?

After your purchase, you will receive a template link. Open the link, then click on duplicate on the top right corner, then choose the workspace you'd like to duplicate into. If you're logged out or don't have a Notion account, you'll be prompted to sign in or create one first.

Do I need to pay for Notion to use a template?

No. You will just need a free account plan in Notion to use a template.

What exactly is a brand wedge?

A brand wedge is a concise statement that defines how your brand addresses the perception of your industry, resolves user pain points, and stays true to their non-negotiables. It creates clarity on how your brand looks, speaks, and behaves.

How do I know my brand wedge is right?

Test it. The Brand Wedge Builder includes a validation exercise where you create real-life scenarios to see if decisions align with the wedge. If five different people can make consistent decisions based on your wedge, you’re on the right track.

Can I use this for an existing brand, or is it only for new brands?

Both! For new brands, it’s a foundation for building trust and differentiation. For established brands, it can help refine messaging, improve consistency, and realign teams around a shared vision.

What makes the Brand Wedge Builder actionable?

The framework is built on real insights: industry perception, user pain points, and user non-negotiables. By testing it through scenarios, you ensure it’s not just theoretical but practical and applicable to your day-to-day brand decisions.

How does the Brand Wedge Builder connect to the JTBD of my brand?

Your brand wedge reflects the Job to Be Done of your brand. For example, if your JTBD is to build trust in a new category, your wedge will prioritize actions that reinforce reliability and credibility across all touchpoints.