Define Your Foundation.
Drive Your Culture.

Define, articulate, and embed values to guide behavior, shape decisions, and build a stronger organization.

What is Brand Source?

Brand Source - A Crown & Coil defined methodology that identifies Brand Purpose, defines Core Values, and establishes Founding Principles to solidify a brand's cultural foundation.
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This collaborative process is designed to articulate and codify the absolute core of your brand's being.

The Brand Source has three primary, interconnected pillars:

‍Brand Purpose: The driving reason behind a brand's founding and the business that serves its community.

‍Core Values: The non-negotiable guiding convictions that drive internal culture and decision-making.

‍Founding Principles: Ethical standards and commitments that reflect your Core Values and serve as your explicit social contract with your clients, community, and stakeholders.

Why is Brand Source Important?

Sustain Brand Culture

A well-defined Brand Purpose is essential for creating a positive, productive, and sustainable company culture over time.

Internal Guidance

Core Values act as internal guides that inspire and simplify leadership decisions and brand actions.

Ethical Standards

Founding Principles ensure consistency in all professional and public decision-making, strengthening your brand identity and reputation.

How Do We Define Core Values?

Brand Purpose

A Brand Purpose is the basis for all Core Values and Founding Principles.

We work with brand leadership and founding members to explore and identify your brand's fundamental purpose, the social contract between your business and the community you serve.

Core Values

Core Values define the relationship between a Brand Purpose and the belief system that determines a brand's internal culture.

Our collaborative approach will help clarify and define your brand's Core Values aiding in the solidification of your brand's internal culture.

Founding Principles

Foundational Principles are the ethical guidelines that reinforce Core Value decisions and actions.

We build scalable frameworks that integrate your Foundational Principles into every aspect of your brand.
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What Do You Receive?

Core Values Suite

Brand Purpose and Core Values Guide - A comprehensive, curated guide that details your Brand Purpose and the Core Values that secure your internal culture.
Foundational Principles Framework - A scalable system designed from your Brand Purpose that integrates your Core Vaues into clear ethical standards and external culture.
Core Values Guide - Detailed and concise beliefs, cultivated from your Founding Principles, that serve as the fundamental guiding tenants of your Brand's Purpose.

Define Your Foundation. Drive Your Culture.