This text-only doc is intended to be the simplest, most basic way to align your leadership team on the core principles of your brand: Your vision, mission, elevator pitch, your core audience, and your personality traits——the why and how of what you do. Documenting each of these elements should serve as the basis to drive other brand and business decisions forward. They’ll then be the building blocks of later, richer brand development. Think of this as an ever-evolving draft, something you can revisit over time as the org and product change. The most important thing is getting something down on the page! This document uses Brex circa 2019-2020 as an example.