Welcome to your Brand Workshop
This toolkit guides you through building the Stronghold brand system across four sessions. Your responses feed directly into the full Brand Package: the Brand Foundation Doc, Brand Book, Voice & Tone Guide, Messaging Matrix, and Content Pillars Framework. Complete each session at your own pace. Progress saves automatically in your browser.
- S1Brand Foundation: Mission, pillars, origin story, and the Stronghold motto
- S2Visual Identity: Colors, typography, photography direction, and mood
- S3Voice & Tone: How Stronghold sounds across every channel and context
- S4Content Strategy: What to say, to whom, how often, and how to capture it in the field
Before You Begin
How to Use This Toolkit
Ground Rules
Before you start, read these ground rules carefully:
- Check your ego at the door. This is about the brand, not who's right.
- Do not write or say things you think others want to hear. Authenticity over agreement.
- Only write or say things you genuinely believe are true about where the brand is and where it is going.
- If you believe the brand needs to refocus, say so clearly. This is the time.
- If a field does not apply, write "N/A": do not leave it blank.
- Most sections require pre-fill before the working session. Some fields you'll fill in real-time based on discussions. We'll make that clear as you go.
Your Information
Session 1 of 4
Brand Foundation
In this session we will establish who Stronghold is at its core: the mission, the model, what makes it different, and the emotional territory the brand owns.
All fields are required. Complete this session before moving forward.
Warm-Up · 5 min
2 Words
Write the two words that reflect what you personally believe Stronghold is, or what you believe it should become. Do not mirror what you think others in the room expect. First instinct only.
Exercise 1.1 · 15 min
The One Sentence
If you had 10 seconds to explain Stronghold to a stranger, what would you say? Write your one-sentence explanation independently. As you listen to each person read their sentence aloud, note any recurring phrases or words in the Recurring Phrases field below. Once everyone has shared, take 5 minutes individually to write a new one-sentence version based on what you heard.
Exercise 1.2 · 15 min
What We Are NOT
This section defines the brand exclusion boundaries: what Stronghold refuses to be. Discuss 3 organizations Stronghold is different from, explain how, then write 5 firm "We Are NOT" statements.
Exercise 1.3 · 20 min
The Origin Story
Discuss the founding moment and core conviction that makes Stronghold real. Tell the story of how Stronghold started: the specific moment the decision was made. Answer the questions below, then write a 3-sentence version.
Exercise 1.4 · 20 min
Brand Pillars Validation
Validate the four brand pillars from the Brand OS against the team's own experience. Vote for each: Confirmed / Partially / No: and note what's missing or what needs adjusting.
Exercise 1.5 · 20 min
The Pivot Story
Write the narrative that explains Stronghold's evolution from tactical rescue to medical humanitarian work: as a natural continuation, not a hard pivot. This section captures the story of change. Identify the constant, the change, and build the 3-act statement that can be shared anywhere.
Exercise 1.6 · 15 min
Our Motto
Agree on the single line that captures Stronghold's essence: the phrase that can be used in any context—podcast, stage, email, or conversation—and land perfectly. Three options from the Brand OS: "A Few Good Men" / "Charity With Dignity" / "We Run Toward the Fire."
Session 2 of 4
Visual Identity
In this session we will define how Stronghold looks: colors, typography, photography direction, and the visual language that makes the brand instantly recognizable.
All fields are required. Complete this session before moving forward.
Pre-Session Exercise
Aspirational Websites
Submit 3-5 websites that nail the feeling Stronghold wants. These are digital references that inspire the direction.
Exercise 2.1 · 20 min
Image Sort
Section A: Pre-Session Image Submission
List 4-7 images that feel like Stronghold. Each participant submits URLs individually before the session. Google Drive links or direct web URLs both accepted. First 4 are required, last 3 are optional.
Section B: Live Voting (During Session)
Review all submitted images and answer: Which images have the most agreement? What are the primary visual categories? What do these images have in common?
Exercise 2.2 · 20 min
Color Palette Review
Walk through each color from the Brand OS: name, hex, role, and usage rule. Vote: Confirmed / Adjust / Replace. Document any changes with reasoning.
Exercise 2.3 · 15 min
Typography Gut Check
Review sample text using Inter Bold, Bebas Neue, and Libre Baskerville Italic. Key debate: Does Bebas Neue feel too military? Not enough? Confirm or identify an alternative.
WE RUN TOWARD THE FIRE
Stronghold is a medical humanitarian organization that provides direct care to underserved communities in conflict zones. Founded by operators with frontline experience, we believe dignity starts with competent care delivered by people who understand the mission.
"We don't show up to feel good about ourselves. We show up because the work matters and no one else is doing it."
Exercise 2.4 · 15 min
Visual Content Standards - What We Use and What We Don't
Set firm rules for what visual content is approved for use on Stronghold channels. This defines boundaries for dignity, security, and quality.
DO - Visual content we actively want more of
DON'T - Visual content that is never acceptable for Stronghold channels
Session 3 of 4
Voice & Tone
In this session we will define how Stronghold sounds. The goal is a voice so specific that any team member can write a caption, email, or update and have it feel unmistakably like Stronghold.
All fields are required. Complete this session before moving forward.
Exercise 3.1 · 20 min
Content Audit
This exercise happens live during the workshop. Come prepared with 3 real Stronghold content pieces (website copy, social posts, or emails) ready to screen-share. During the session, share each piece, read it aloud as a group, rate it 1–5, and identify what's working and what's off. Fill in the fields below as you discuss. Note patterns: is it too formal? Too casual? Too generic?
Exercise 3.2 · 15 min
Voice Dial Calibration
Set the exact position on each voice dimension for Stronghold. Move the sliders to reflect where Stronghold should sit on each spectrum.
Formal ←→ Casual
Formal
1
1
3
Casual
5
5
Polished ←→ Raw
Polished
1
1
3
Raw
5
5
Corporate ←→ Personal
Corporate
1
1
3
Personal
5
5
Cautious ←→ Bold
Cautious
1
1
3
Bold
5
5
Institutional ←→ Insurgent
Institutional
1
1
3
Insurgent
5
5
Exercise 3.3 · 25 min
Before & After Rewrites
Prove the voice in practice by rewriting real content. Come prepared with existing copy from the website, social media, or emails. During the session, paste the original content below, then each person writes their own rewrite applying the confirmed voice principles. After everyone shares, discuss the rewrites together—you're welcome to edit your version based on the group feedback.
Website Paragraph
Donation Ask
Instagram Caption
Exercise 3.4 · 15 min
Language Rules
Build the definitive list of words Stronghold uses and words it never uses. Start with the Brand OS rules: review, add, adjust, and document the final approved list.
Exercise 3.5 · 15 min
This But Not That
Define the brand through opposites: pairs of words that set the exact boundaries of the Stronghold voice. These go directly into the Voice Guide.
but not
but not
but not
but not
but not
but not
but not
but not
Session 4 of 4
Content Strategy
In this session we will define what Stronghold talks about, how often, and how to structure messages for different audiences and channels. This feeds directly into the Content Pillars Framework and Messaging Matrix.
All fields are required. Complete this session before moving forward.
Exercise 4.1 · 20 min
Content Reality Check
Map what Stronghold actually produces vs. what the brand strategy calls for. The confirmed content pillars (Stories of Impact, Operator Credibility, Radical Transparency, Dignity & Empowerment—or any new ones created during the session) each have target percentages. Review the last 30 days of Instagram, calculate the actual % mix vs. the target, and identify the gaps.
Exercise 4.2 · 25 min
Audience Messaging Matrix
Define the key message for each audience type. For each segment: what is the one thing they need to believe to take action? Write the core message in 1–2 sentences.
Exercise 4.3 · 20 min
Story Bank Categories
Build the story capture system so field content doesn't get lost. For each category: what's the minimum viable capture? Agree on where stories are stored before they reach Indigo Tones.
Exercise 4.4 · 15 min
Channel Cadence Agreement
Lock in realistic content production cadence the team can actually sustain. Recommended from the Brand OS: Instagram 4–5x/week, Email 1–2x/month, YouTube 1–2x/week. Reality-check against what's achievable right now: it can increase over time.
Exercise 4.5 · 20 min
Talking Points for the Field
Build the ready-to-use proof points, analogies, and phrases the team can deploy in any public-facing context: podcast, donor call, media interview, or stage. Use real numbers. Write the 90-second pitch word for word.
Optional
Additional Notes
Any other notes, thoughts, or context you'd like to share with the Indigo Tones team.
All 4 sessions complete.
When you submit, your responses go directly to the Indigo Tones team and are stored securely in a shared workspace. This becomes the foundation for your entire Brand Package.