OUR ORIGINAL FRAMEWORK FOR BUILDING BRANDS THAT MATTER

Let’s be honest – most brand strategies are either overcomplicated or undercooked.

They come in the form of lofty pyramids, dense documents, or one-size-fits-all templates that look good on paper but fall apart in the real world. They fail to guide decisions, excite teams, or connect meaningfully with customers.

So, at chicken/egg, we decided to do something about it.

Welcome to the Brand Incubator – a fresh, flexible framework that helps founders, marketers, and growing businesses build brands that live, breathe and grow with clarity and conviction.

WHY THE BRAND INCUBATOR?

Because brands are like living things, they need the right conditions to develop – space to grow, warmth to take shape and a clear sense of identity before they go out into the world.

We start with step one, building the coop – your brand’s strategic environment – by walking through three essential doorways:

Company

  • What do we believe in?
  • What’s our origin story, our DNA, our unfair advantage?
  • What are we here to change?

Customer

  • Who are they, really?
  • What do they value emotionally and functionally?
  • What’s keeping them up at night –and what are they dreaming of?

Competitor

  • What does the market sound like?
  • Where’s the white space?
  • What’s missing that only you can own?

This phase isn’t just about asking big questions – it’s about uncovering clear, evidence-based insights that will shape every decision in your brand strategy.

WHAT GOES INTO BUILDING THE COOP?

Internal discovery – Leadership interviews, culture audits, purpose and values alignment.

Customer insight – Qualitative and quantitative research, personas, needs analysis and segmentation.

Market intelligence – Competitor mapping, tone audits, brand code analysis and whitespace discovery.

WHAT COMES OUT OF IT?

A shared understanding of what makes the brand meaningful, distinctive and credible. Plus, tangible insights that feed directly into HATCH – Purpose, Positioning, Audience Clarity, Brand Voice and more.

Reminder: The strength of your HATCH output depends on the depth of thinking here. Don’t skip it. Don’t shortcut it.

With this solid foundation in place, we move into the HATCH Framework to develop a cohesive brand strategy and actionable plan.

Each stage is designed to build on the last, with clear deliverables and collaborative decision points.

THE HATCH FRAMEWORK
H = Heart

Your brand’s soul. This is where we define your why – your purpose, mission, vision, values and beliefs.

Why do you exist beyond profit? What change are you here to make?

We also explore founder stories and origin moments that shape your narrative.

A = Audience

We profile your tribe in detail. Not just who they are – but what drives them. Emotionally. Functionally. Behaviourally.

This includes segmentation, needs mapping, jobs-to-be-done and messaging archetypes.

What do they need? What do they notice? What do they ignore?

T = Truth

Your brand’s positioning and strategy. Here we carve out your unique place in the market – what you stand for and how you stand apart.

What are you the “only” of? Where do you lead?

We create positioning statements, benefit ladders and key messages that differentiate and resonate.

C = Character

How your brand shows up in the world – visually, verbally and behaviourally.

We define your tone of voice, brand behaviours, style principles and narrative hooks.

What’s your vibe? What’s your story? What do you always sound like?

H = Hatch

This is where strategy meets execution. Messaging, identity, activation ideas, brand codes, sensory cues – plus metrics and ways to track success.

We guide everything from rollout plans to internal engagement and launch roadmaps.

How does your brand live out loud – and how will you know it’s working?

WHY IT WORKS

Because it’s not theory – it’s a tool.

Because it starts with insight and ends with action.

Because it helps you align your team, find your focus, sharpen your message and build something meaningful.

Whether you’re launching from scratch, realigning after growth, or untangling years of brand sprawl – the Brand Incubator gives you a structure to build with confidence.

WE DON’T DO COOKIE-CUTTER

Every brand we work with is different. Some are bold and brave. Some are quiet but powerful. Some are still figuring it out.

What they have in common is this:

They know their brand is more than a logo.
They want to stand for something.
They want clarity and creativity.
And they’re ready to hatch something brilliant.

READY TO HATCH YOUR BRAND?

If your brand strategy feels messy, muddled or missing altogether, let’s change that. The Brand Incubator was made for you.

Ready to get cracking?  Let’s talk.