# Module 90 — Master Brandbook (Synthesis)

> **Frameworks:** Kapferer Brand Identity Prism · Aaker brand system (identity /
> personality / associations / equity)
>
> **Goal:** Reconcile all seven preceding modules into a single, actionable
> brandbook. This document is the source of truth the brand uses to brief
> designers, writers, and external collaborators. It resolves tensions between
> modules, commits to specific formulations, and translates them into practical
> guidelines.

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## Raw

<!-- Module 90 consolidates outputs from Modules 10–70; minimal new raw input is
     collected here. Capture any final founder statements or corrections made
     during the synthesis pass below. -->

---

## Synthesis

### 1. The Why (from Module 10)

> **Core belief:**
>
> **Behavioural How (values in action):**
>
> **What we refuse to be:**

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### 2. Positioning (from Module 20)

> **Positioning statement:**
> For **[target client]** who **[situation]**, **[brand name]** is the
> **[category]** that **[unique value]**. Unlike **[alternatives]**, we
> **[key differentiator]**.
>
> **White-space the brand owns:**

---

### 3. Audience (from Module 30)

> **Ideal Client Profile (one-paragraph portrait):**
>
> **Niche the brand is building toward:**
>
> **Red-flag / disqualifier:**

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### 4. Kapferer Brand Identity Prism

| Facet | Content |
|---|---|
| **Physique** (visible, tangible brand attributes) | |
| **Personality** (character if the brand were a person) | |
| **Culture** (values and principles behind the brand) | |
| **Relationship** (how the brand relates to clients) | |
| **Reflection** (how clients see themselves using this brand) | |
| **Self-image** (how clients feel inside when using this brand) | |

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### 4b. Aaker Brand System (from Module 40)

> **Primary archetype** (Mark & Pearson):
>
> **Secondary archetype** (if present):
>
> **Aaker brand identity** — four dimensions:
> - *Brand as product:*
> - *Brand as organisation:*
> - *Brand as person (personality):*
> - *Brand as symbol:*
>
> **Brand associations** (3–5 key associations the brand should own):
>
> **Brand equity signals** (what clients would lose if this brand disappeared):

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### 5. Voice & Tone summary (from Module 50)

> **Voice statement (one paragraph):**
>
> **The three checks every draft must pass:**
> 1.
> 2.
> 3.

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### 6. Narrative assets (from Module 60)

> **Trueline:**
>
> **Brand story arc (one paragraph, usable as an About page starting point):**

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### 7. Founder / organisation brand boundary (from Module 70)

> **What the founder brand owns:**
>
> **What the organisation brand owns:**

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### 8. Tensions resolved (record any module-to-module conflicts and how they were settled)

| Tension | Module A | Module B | Resolution |
|---|---|---|---|
| | | | |

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### 9. Open questions deferred to next session

<!-- Anything that couldn't be resolved with the current data. -->

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### 10. Practical next steps

<!-- 3–5 concrete actions the brand can take based on this brandbook. -->

1.
2.
3.
