Voice
How the brand sounds — sentence structure, vocabulary, register, rhythm. Direct or hedging, studied or casual, confident or apologetic. With quoted excerpts that establish the pattern.
Practice 05
Brand DNA Profile.
A structured brand identity analysis generated from your URL. Voice, visual identity, positioning, archetype, audience personas, value props, and gaps — plus an outside-in voice layer that captures how the world actually describes you. Every claim quoted to source.
Most brand work starts with a workshop. We start with what already exists. Your live site, your archived sites, the press that wrote about you, the customers who reviewed you, the employees who described you, the AI assistants now answering questions about you. Every piece of evidence sourced and quoted.
The point is to read the brand back to you with the same discipline an outside analyst would apply — including the moments where your stated positioning and the world's read of you disagree. Those gaps are where the strategy work begins.
The deliverable is a self-contained HTML dashboard organized by dimension, with every claim grounded in a quoted excerpt and a confidence score. No paraphrased hero copy. No archetype roulette. The alternative readings considered are named on the page, with the counter-evidence that ruled them out.
02 — Dimensions
Dimension 01
Dimension 02
Dimension 03
Dimension 04
Dimension 05
Dimension 06
Dimension 07
Dimension 08
What gets profiled.
Visual Identity
The color, type, imagery, and structural design choices that carry the brand visually. Read for coherence and read against the voice they sit beside.
Strategic Positioning
What the brand claims to be and against whom. The alternative reads considered are named explicitly — the positioning we rejected and the counter-evidence that ruled it out.
Brand Archetype
The archetype the brand actually performs, not the one the brand book aspires to. The rejected archetype and the signal that made it tempting are named on the page.
Audience Personas
Two to four personas anchored in evidence — the customers the brand speaks to, with jobs-to-be-done that the brand serves and the jobs it doesn't.
Value Propositions
What the brand offers in exchange for the customer's attention, money, or trust. The propositions live and the ones implied but never made explicit.
Offering Map
The full structured inventory of what the brand sells, in what bundles, at what price tier, and to which persona. The shape of the product surface, in one frame.
Gaps Audit
The contradictions, omissions, and unaddressed audiences the analysis surfaces. The work the brand should do next, named with the evidence that motivates each one.
The brand is what the world says it is — not what the brand book says.
The most differentiating part of this work is the outside-in voice layer. We don't only read your site. We read what's said about you, separately, and we put both pictures next to each other.
How AI assistants describe you
The same query ("what does company X do") asked of major AI assistants, with the answers recorded verbatim. The pattern in those answers is now a load-bearing part of how prospective customers form first impressions — and most brands have never read what's being said.
How press, reviewers, employees, and forums describe you
Trade press, customer reviews, Glassdoor and similar surfaces, Reddit and category-specific forums. The vocabulary used to describe you outside your marketing — words you didn't choose for yourself — surfaced and patterned.
How positioning has shifted over time
The Wayback Machine record of your homepage at intervals over the past several years. What used to be the headline. What was added. What got quietly removed. The strategic story your site tells about its own evolution.
04 — Deliverable
One self-contained dashboard.
The Brand DNA Profile is delivered as a single HTML file rendered in the Aspiture Business DNA design system. Sections numbered, claims sourced, confidence scores attached, alternative reads documented. It opens in any browser and travels via attachment, link, or print.
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01
Profile dashboard (HTML) A self-contained interactive document organized by the eight dimensions, with the outside-in voice layer surfaced inline rather than appended. Every quoted excerpt links to its source URL.
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02
Source ledger A separately downloadable index of every URL, archive snapshot, and quoted excerpt cited in the profile. Built so the profile can be re-verified independently by anyone reading it.
Begin a profile
Read your brand back to yourself.
We need your URL, the names of two or three competitors, and a sense of what you'd want examined more closely. The profile typically returns in two to three weeks.
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