Brand & Content01 / Evaluate
Start with the people you want to help.
Describe a real audience and what you know about them. Keep assumptions visible.
A specific group and the situation they face.
Research, conversations or observations you can substantiate. Label assumptions.
A decision, action or understanding this work should support.
02 / Define
Choose the promise you can support.
Turn audience understanding into a clear message. An attractive claim still needs evidence.
What it does, who it is for and why that matters.
Specific evidence, limitations and claims that still need checking.
A few useful voice principles, with an example if you have one.
Optional support
Use your offer, audience and evidence to explore positioning. Choose a visual palette once the message is clear.
Explore a colour palette →03 / Govern
Make every piece earn its place.
Choose what to publish and what needs checking. A smaller plan you can sustain is enough.
Choose the useful ideas and channels. You do not need a daily schedule.
Accuracy, permissions, accessibility, confidentiality and final approval.
A manageable plan and a review point. Confirm arrangements with the people involved.
Optional support
Bring the context you have reviewed to the content planner, then check important wording before publication.
Review a message →04 / Elevate
Listen to what happens next.
Look for evidence of usefulness. A conversation, a better question or a practical action may matter more than reactions.
Record observed responses and their source. Leave blank until you have evidence.
Distinguish evidence from interpretation. What is still uncertain?
Use what you learned to update the audience, message or next plan.