A Brand Bible is a document that covers everything about your brand. It details your company, industry, brand pyramid, brand values and personality, competition, reason for being and also helps readers understand your brand voice and persona as well as your audience. This is a vital marketing tool for anyone serious about building brands for their company or for themselves. From the former Chief Marketing Officer of Google Play - Patrick Mork

2. Contents
Background
The madmork stories brand
Audience and personas
Visual treatment
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3. Rationale for the Brand Book
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The brand book is designed to help readers understand:
The context in which the company operates
The opportunity
The vision and strategy
How we describe ourselves; what we are vs. what we are not
Our brand values / persona
Our messaging and how we talk about ourselves
Who our target audience is and what they want
Our logo, visual treatment and how we present Therasoft in our marketing materials

4. What is madmork stories?
“madmork stories helps early stage technology companies create and
tell powerful stories and coaches marketing leaders to hire and manage
world class marketing teams”
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5. Madmork stories helps startups in three ways
1.
2.
Right Target / Right Message: Help tech companies properly identify the right
target audience for their product and tailor their message to that audience
to ensure relevance and maximize conversions
Right Story: Develop the right brand, narrative and go to market strategy to
help drive awareness, brand recall and conversions
3. Right Org: Help structure the right teams, hire the right people and provide
the right guidance to deliver on the company’s core narrative and story
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6. Details
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The Company
2 Year old marketing accelerator that
helps high growth companies scale their
marketing quickly:
- Brand Strategy & Messaging
- Communications
- Marketing organization & staffing
The Market
In 2017, over funding 12,000 deals were
done for series B companies
Funding rounds ranged from $3.6M to $90M
Many companies lack basic infrastructure
across one or more marketing disciplines
Inexperienced building and scaling
marketing programs and/or teams

7. How do we see competition?
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Large Agencies: BBDO, BBH and others who generally target larger, corporate clients and
do high level brand work, creative development and campaign work. Usually work on fixed
monthly retainers
Freelancers / Consultants: Many are former marketing executives who freelance temporarily
when in between jobs. Few have websites and most usually focus on brand, messaging and
communications work
Mid-sized specialists: Smaller local / regional agencies focusing mostly on tactical
promotions, one-off campaigns, or highly targeted programs. Usually aim for larger
corporate clients or well established medium sized companies ($500M in revenue). Billing
is project based typically.

8. Market positioning
Large
Corporates
Self
Employed
StrategicTactical
Startups
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9. What is our Vision, Mission and Strategy?
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Vision: To become ‘the’ platform that
helps people create their ideal
professional story
Strategy: To work with series B and later
stage companies that are disrupting
established industries in food, VR/AR,
Drones, Consumer Internet and Recruiting
industries
Mission: We help early stage companies
and senior marketers create emotional,
powerful stories about their products and
careers

10. Our inspiration
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“Human beings are moved by stories. Stories that make us cry, laugh, scream, dance and move us to do
amazing things. Since the dawn of time stories have been the predominant way in which values, teachings
and knowledge have been passed from one generation to the next. Today, our world needs stories more than
ever. With so much technology, advertising and noise it’s harder than ever to reach consumers, cut
through the crap and establish a brand - whether it’s a professional or personal one.
In addition, technology is accelerating the pace of change in our society in a way never seen before. As
technology progresses, more people risk being left behind or becoming “obsolete” as their skills cease
to matter and technology replaces the need for human capital. The need to develop a story is becoming an
a human and individual one. Not just a corporate or company need.
Our vision is to help each and every person know themselves, create their own personal story and work in
something they truly love which is suited to their personality, abilities and skills. Why? Because if
you do something you love you’ll never work another day in your life.”

11. Our Big Hairy Audacious Goal (BHAG)
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To help any individual
develop a powerful,
personal career story
that they love

12. Our Unique Selling points
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• Been There, Done That: Unlike most agencies we’ve actually done what we preach. Our
founder, has built no less than 5 marketing teams over the past 20 years and was a
driving force behind the creation of the Google Play brand
• Global Perspective: Because we’ve worked with large companies like Google and Pepsi as
well as smaller companies like Glu Mobile, Connect, and Course Hero, we know what
companies need and when they need it
• Virtual: Our teams are virtual and only work when we need them. That allows us to scale
quickly based on clients needs, provide best-in-class service and do so at price that
no larger, full service marketing agency can manage without compromising quality

13. madmork stories’ brand pyramid
Brand Essence
Emotional Benefit
Logical Benefits
Functional Benefits
Building Love
Features
Confidence, Excitement, Pride
Sales, Profit, Efficiency and clear
position in the market
Awareness, Conversions, Faster TTM,
Differentiation, Press, Advice
Branding, Comms / PR, Product Marketing,
Org development, Personal Coaching
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14. Creative
Helpful
Nostalgic
Reliable
Impactful
Strategic
Passionate
Irreverent
Words we associate with madmork stories
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15. “Crazy creative; really out
of the box”
Phrases we want to associate with madmork stories
“They really care about our
business”
“They can scale as we
scale”
“They’re like part of our
team”
“Push us to really think
about our users and
business”
“Responsive and fast”
“Reliable”
“They really get the
startup ecosystem”
“Very strategic but not
afraid to get their hands
dirty”
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16. Madmork stories brand voice / tone
Passionate
Supportive
Creative
Direct
Honest
Irreverent
Fun
Energetic
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17. We are We ARE NOT
Creative
Proven
Trusting
Pragmati
c
Friendly
Flexible
Helpful
Responsiv
e
Confident
ArrogantOver
excited
“SV”
Smart
Over
promisin
g
Money-
driven
Impersona
l
Over-
optimistic
Prescriptiv
e
Aloof
What does this mean in terms of our personality?
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18. Target audience
Male / female; 35-45 years of age
Visionary, forward thinking, driven, self
aware, humble, growth mentality
College degree or masters
CEO, COO, CMO, or head of sales
Understands / appreciates power of
marketing
Tech / mobile savvy
Located in the US or North America
(preferably west coast)
Series B or later company (have raised $5M
or more); 50+ employees, $10M ARR
Disruptive business in consumer internet,
food, AR / VR, Media, Marketplaces
Disruptive business where marketing,
branding and communication matter
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19. Target Persona – The Founder
Male / female; 25-45 years of age
Visionary, forward thinking, driven, self
aware, humble, passionate, open
Varying degree of education
Driven by a cause, vision or strong purpose
Intuitively gets marketing / branding
Tech / mobile savvy
Direction on how brand ties back to the
product, strategy and sales
Support in creating a compelling story
Guidance on helping explain why the story
matters to stakeholders
Help structuring / organizing marketing /
comms organizations
Guidance in terms of marketing roles,
responsibilities and team structure
NeedsProfile
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20. Target Persona – CMO / head of Mktg
Male / female
30-45 years of age
Smart, Marketing savvy, self aware, driven
College degree or masters
Experienced VP or first time CMO
Tech / mobile savvy
Small team but with room to higher 2-5
FTE’s
Additional bandwidth / support to drive
the strategy & narrative
Guidance on how to optimize existing and
new resources
Help on balancing internal vs. external
resources
Help in structuring / recruiting core team
members
Profile Needs
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21. Target Persona – CRO / Head of Sales
Male / female
35-50 years of age
Pragmatic, marketing savvy, strategic
College degree or masters
Experienced VP or higher
Tech / mobile savvy
Managing / recruiting team of 5+ FTE’s
Needs to drive awareness / lead gen
Needs clear point of difference
TTM to market is essential
Focus is sales / quarterly goals
Requires story that is short, concise and
to the point
To have marketing taken off his / her
plate to focus on sales
Profile Needs
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22. Visual Treatment
madmork brand logo, colors, visual treatment
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23. Full color logo
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24. Gray scale logo - for use in B&W only
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25. Logo - gray background
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26. Logo - red background
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27. v
Logo - black background
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28. Logo - dark blue background
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29. Main site image
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30. Linkedin / social media image
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31. Email signature
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32. Logo do’s and dont’s
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33. Official font - use Iconsolata if not available
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34. Color palette
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35. Creative examples
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36. Desktop and mobile applications
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