Create a brand from scratch or redefine and grow your current one.

Outline of four people in a meeting, one holding a "The Brand Matrix Workshop" sign, another with a laptop. Two coffee cups on the table.

The brand isn’t just part of the business. It is the business.

The brand guides strategy, shapes how the company thinks, acts, and communicates. It must involve the whole organization and influence every process, behavior, and message.

The workshop with the tool: The Brand Matrix.

Through an 1-day workshop (preferably to half days), we go deep into the core of your company, laying the foundation for turning your business into a profitable and sustainable brand. The workshop is framed by a brief preparation phase beforehand and followed by a structured summary and recommendations afterward

The Brand Matrix tool consists of nine elements arranged in three layers: internally oriented elements at the bottom, externally focused elements at the top, and those that bridge both perspectives in the middle.

Brand strategy framework with a grid layout of nine elements. Top row: Value Proposition, Relationships, Aspired Position labeled 'External'. Middle row: Expression, Brand Core, Personality labeled 'Bridge'. Bottom row: Mission & Vision, Culture, Competences labeled 'Internal'."

The Brand Matris Tool with the 9 defining elements

Four clear paths

In addition to aligning and defining critical elements of your business, the Brand Matrix also illustrates four key dimensions of organizational capability. These are represented by four paths—two diagonal, one vertical, and one horizontal. All converging at the Brand Core.

Strategic business diagram with "Aspired Position," "Mission & Vision," and "Brand Core" labeled on a white background.

  • Do your mission and vision inspire internally and externally? Do they translate into a clear core, reflected in your positioning?

    • Our mission is…

    • Our vision is…

    • What we promise is…

    • Our core values are…

    • Our aspired position in the market is…

Diagram with text "Value Proposition," "Brand Core," and "Competencies."

  • Do your current competences allow you to keep your promise and core, and provide a solid basis for competitive and appealing value propositions?

    • Our competences are…

    • What we promise is…

    • Our core values are…

    • Our value proposition is…

Diagram with text: 'Relationships' at the top, 'Brand Core' in the middle, and 'Culture' at the bottom, arranged vertically on a white background.

  • Do your values and culture engage people inside and outside the company? If employees are not on board, external relationships will inevitably suffer.

    • Our culture is…

    • What we promise is…

    • Our core values are…

    • The kinds of relationships we strive for are…

Illustration of a Venn diagram with three intersecting circles labeled "Expression," "Brand Core," and "Personality."

  • Brand personality shapes and reflects everything from design to communication. This path reveals how consistently it’s expressed inside and out.

    • Our corporate personality traits are…

    • What we promise is…

    • Our core values are…

    • Our communication style is…

Build your brand foundation in 3 easy steps.

Venn diagram with three overlapping circles labeled "01 Insight," "02 Workshop," and "03 Summary." The intersection is labeled "Your Brand Foundation."

You and your team complete a focused digital questionnaire covering key questions about expectations, goals, and overall business context.

01 Insight

Outcome

  • Pivotal insight to be used during the workshop

Together with the executive team, we work through the Brand Matrix to generate clear, actionable answers that define the brand and align the business for the future.

02 Workshop

Outcome

  • Clear and actionable direction for brand development and communication going forward.

Collect all insights, notes, and the completed Brand Matrix, resulting in a clear strategic direction for brand development and implementation.

03 Summary

Outcome

  • Solid foundation for informed decision-making across future branding initiatives.

Illustrated tailor measuring a man for a suit

All outcomes are tailored and specific to your challenges, ensuring relevance and immediate applicability to your business context.

The brain behind The Brand Matrix

Mats Urde, PhD, is a leading researcher, author, educator, and consultant in strategic brand management, specializing in bridging theory and practice within the field of corporate branding.

An associate professor at Lund University in Sweden, Mats is passionate about case-based teaching and was named Coach of the Year at the International MBA John Molson Case Competition in Montreal.

As a business advisor, he has introduced his Brand Matrix framework to organizations worldwide – including Volvo, IKEA, Trek Bikes, and the Nobel Prize Foundation. His work has been featured in leading publications such as Harvard Business Review (“What Does Your Corporate Brand Stand For?” 2019), and he is a sought-after keynote speaker.

In 2024, he published his framework in the book The Brand Matrix: Corporate Brand Leadership Starts from the Inside. The book is available in Swedish, German, Spanish, and English.

Two smiling men taking a selfie in a black and white photo.
Person holding "The Brand Matrix" by Mats Urde, front cover visible.

Mats and Jan Willy at a Brand Matrix session in Oslo.