The method
Most brand exercises open with colours, fonts and moodboards — the visible layer — and then wonder why nothing holds together. Brand Core works like a tree: the parts nobody sees decide the parts everybody does.
Deepest
Invisible. These never change.
Purpose · Belief · Mission · Values
− 450
Who the brand is.
Audience · Positioning · Personality · Voice
− 140
How it looks and sounds.
Feelings · Visual dials · Palette · Type
Surface
What people actually see.
Touchpoints · Priorities · Banned words
Thirty-eight words and phrases are banned on sight. Use one in an answer and the tool flags it as you type — along with the question you should have answered instead.
Structured by tier, ready to hand a designer — including the palette you picked and the words you promised never to use.
Paste it at the top of any chat with ChatGPT, Claude or Gemini and everything it writes comes out sounding like you.