Training › Brand Playbook
Everyone in your company tells a different story. Fix that in a day.
Ask ten people at your company what you do and why it matters. You'll get ten different answers. Sales pitches one thing. Marketing says another. The website says something else. This workshop builds the single brand playbook that everyone works from positioning, proof points, and the narrative that holds it all together. One day. One room. One story.
- Duration
- Full day · Up to 12 participants
- Investment
- £1,500 · 100% credited against any programme commissioned within 30 days
- Guarantee
- Your team presents a unified brand story to leadership within 2 weeks, or we redesign and deliver it at no additional cost.
47 product launches · 20 years in healthcare · Brand architecture for global pharma and 4-person startups · Messaging that survives regulatory review
For companies where the story depends on who's talking.
Leadership Teams
You know what the company does. You don't have a single, crisp articulation of why it matters and who it's for. Every new hire, every investor conversation, every conference keynote goes slightly differently. You need the canonical version.
Marketing Teams
You're building campaigns on a foundation that shifts. The positioning hasn't been formally agreed. The proof points aren't ranked. The value proposition means different things to different people. You can't build strong campaigns on weak foundations.
Commercial Teams
Sales and marketing are telling different stories. Reps are improvising because they don't have the definitive version. Partners and distributors are presenting the product however makes sense to them. A brand playbook fixes all of this at once.
This is NOT for you if
- ·Your positioning is already locked, agreed, and everyone uses it (rare, but it exists)
- ·You need individual sales playbooks rather than company-level brand positioning (see Playbook Creation)
- ·You're pre-product and don't yet have a defined market or customer (brand architecture requires something to work with)
One day. From scattered stories to a single playbook.
In-person strongly recommended the alignment happens in the room.
01
Who you are and why it matters
Purpose, mission, and the insight that makes you different. Not the corporate boilerplate the real answer to why this company exists and what problem it was built to solve. The foundation everything else is built on.
02
Who you serve and what they need
Audience definition, segmentation, and the jobs-to-be-done that your product solves. Most companies serve multiple audiences we define each, rank them, and build the positioning hierarchy that makes every audience feel understood without diluting the message for everyone.
03
How you're different and why it's provable
Competitive positioning, proof points, and evidence hierarchy. What you claim about yourself must be defensible especially in healthcare where claims are scrutinised. We build the messaging architecture from the claim down to the supporting evidence, so every statement has a foundation.
04
The playbook everyone uses
Tone of voice, messaging guardrails, the approved ways of describing what you do. The brand playbook that goes into every new hire pack, every agency brief, and every content template. Built collaboratively in the room so the whole team owns it.
One document. Every team member, every channel, the same story.
Brand Architecture Document
Purpose, positioning, audience hierarchy, and proof points. The single source of truth for what your company is and why it matters. Format: ready to share with agencies, new hires, and partners.
Messaging Framework
Core claim, supporting messages, and proof points per audience. The hierarchy that ensures every communication is consistent, even when adapted for different channels or stakeholders.
Tone of Voice Guide
How you sound in writing and in person. The vocabulary you use and avoid. Examples of on-brand and off-brand communication. Enough to brief any writer or agency without a lengthy conversation.
Elevator Pitch Variants
Three versions: thirty seconds, ninety seconds, five minutes. Tested in the room. Approved by the team. The ones everyone uses from Monday.
Competitive Positioning Map
Where you sit relative to alternatives. What you claim that they can't. The positioning that wins in competitive conversations rather than avoiding them.
Brand Playbook (Consolidated)
Everything above in a single shareable document. The master reference. Designed for ongoing use, not for filing.
Guarantee
The only training guarantee that matters.
Your team presents a unified brand story to leadership within two weeks of training, or we redesign and deliver it at no additional cost. Training that doesn't translate to action is theatre. We keep skin in the game.
Brand architecture is the foundation. Everything else sits on top of it.
Most companies who go through this workshop discover they've been building on inconsistent foundations. Campaigns that underperformed. Sales pitches that didn't land. Content that felt off. The playbook doesn't fix those things directly it fixes the upstream problem that caused them.
Your £1,500 training fee is credited against any programme work commissioned within 30 days. The workshop becomes free if you engage us for a larger project.
Training £1,500 (full day) → Blueprint £5K-£10K (4-6 weeks, apply the brand architecture across all channels and touchpoints) → Programme £25K+ (6-12 months, full brand and demand generation programme built on the foundation).
How it works.
Who should attend?
Leadership, marketing, and commercial teams together. The alignment only works if the decision-makers are in the room. 12 participants maximum.
What pre-work is required?
A pre-workshop survey: how does each attendee currently describe the company? What do they think makes you different? Takes 15 minutes and surfaces the misalignment before the day begins.
Who runs the workshop?
Michael Colling-Tuck. 20 years in healthcare. 47 product launches. Built brand architecture for global pharma and early-stage startups across five continents.
Can this run virtually?
In-person delivers better alignment. Virtual is possible but the collaborative exercises require more facilitation. We adapt the format either way.
What happens after the day?
All deliverables formatted and sent within 2 working days. We follow up at 2 weeks to support the leadership presentation. The guarantee is real.
Is this the same as Playbook Creation?
Different scope. Brand Playbook builds the company-level story positioning, purpose, how you describe the organisation. Playbook Creation builds the tactical sales tool objection handling, pitch structures, conversation guides. Most companies need both, usually in that order.
The brand story is the start.
Once the architecture is agreed, you need to apply it: to your sales playbooks, your campaigns, your website, your content programme. The workshop builds the foundation. The next step is building on it.
Training
£1,500
Full day
Today's workshop. Full day building your brand architecture and playbook.
Blueprint
£5,000-£10,000
4-6 weeks
We apply the brand architecture across your key channels sales materials, website messaging, campaign frameworks, partner toolkits.
Programme
£25,000+
6-12 months
Full demand generation programme built on the brand foundation. Strategy through to results.
Your training fee is credited against any programme work commissioned within 30 days.
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Ready to talk?
30-minute triage call. No fee. No pitch. Bring your situation and we’ll tell you honestly whether we can help.