# Root & Ritual · Brand Strategy

## 01 · A little green. A place to begin.

State the audience, the decision and the evidence boundary. This example is fictional. Do not present targets as results.

## 02 · One brand. One useful decision.

Confirm the category and goal before selecting aesthetics. Ask whether the difference matters to this audience.

## 03 · Show what the strategy rests on.

Open evidence.csv for every source and its status. A reference ID does not prove a claim; review support and recency.

## 04 · Start with the job. Then the message.

Discuss each segment's tension and proposed response in audiences.md. Segment labels are planning inputs, not validated research.

## 05 · Make the alternative explicit.

Use alternatives.csv to inspect every estimate and cited note. These axes are author-defined; no automated market ranking is claimed.

## 06 · A promise you can explain in one breath.

Read the statement aloud. Check whether it describes a benefit the team can actually deliver.

## 07 · Give every promise a reason to believe.

Open brand-brief.md to inspect the proof and evidence IDs for every pillar. Resolve unsupported claims before publication.

## 08 · A voice people understand the first time.

Rehearse the write/avoid examples in voice-guide.md. Preserve the intended meaning when shortening copy.

## 09 · Carry one idea across the touchpoints.

Review all full drafts in messaging.csv and the per-channel Markdown files. These are drafts; no email, ad or website is published.

## 10 · A rollout with named owners.

Review touchpoints.csv for the cumulative phase windows, owner and deliverable. Dependencies and actual calendars need team review.

## 11 · Measure the promise. Before scaling it.

Use measurement-plan.md. Targets are future decisions, not claims of achieved uplift.

## 12 · Make the next promise small enough to keep.

Ask who owns the next decision and what evidence would change it. Download the complete handoff before ending the meeting.