The Rulebook

Don’t just play the marketing game, rule it!

What is The Rulebook?

The Rulebook is a product that we developed in January of 2019. While the types of content it contains are nothing new, the way the information is connected and presented makes it the first of it’s kind. It’s called the Rulebook because if marketing and branding are a game,  you need a good set of rules to follow. Questions like “Who Are We?”, “Who Are Our Customers?”, and “How Do We Get Our Message Out?” are things we know that businesses ask themselves all to often. We wanted to answer those questions we knew that businesses were asking so we set out on a journey to help solve the problem and that led us to making the Rulebook. In continuing our tradition of iterating products based on customer feedback, the Rulebook now addresses 2 core topics.
  1. What type of brand your business is. We call this your “Brand Voice”
  2. Who your ideal customers are. We call this your “Tribe”
In short, the Rulebook is intended to be the cornerstone of your business’s brand and marketing strategy. That’s why it’s the very first thing we do with all new clients that want to work with us!

Why Should I Care?

Have you ever been in a situation where you showed up to the party and didn’t know anyone there, or what the theme was? Yeah… that’s the same kind of feeling you get when you try to market your business but don’t know what your brand voice is, or who your target audience really is. 

The purpose behind the Rulebook is to be the guiding force behind all your branding and marketing endeavors. 

When you know who you are (i.e. Your Voice), who your customers are (i.e. Your Tribe), everything else seems to just fall into place. 

So, why is the Rulebook important? Because the best businesses are the ones that know themselves and their customers, and that’s what the Rulebook helps solve.

Learn Your Voice

Learning your voice is the first step to better branding and marketing.

Learn Your Tribe

Learning who your audience is the next step in making your marketing more impactful.

Or, skip all the 💩 and get started.

Know Your Brand’s Voice

When it comes to human or animal voices they have unique characteristics about them that help us distinguish a single voice in the midst of a crowd. We apply this very principle to branding. We believe that in a market filled with look-a-likes your business with stand out if it has a better voice than the rest.

Where do these “voices” come from?

Carl Gustav Jung was a Swiss psychiatrist and psychoanalyst in the 1800s who founded analytical psychology. Jung’s work was influential in the fields of psychiatry, anthropology, archaeology, literature, philosophy, and religious studies. Jung worked as a research scientist at the famous Burghölzli hospital, under Eugen Bleuler.

How many archetypes are there?

There are 12 different brand archetypes that we use to find your brand voice and here they are.

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The Explorer

Travel & experience new things, escape from boredom.

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The Creator

Gives customers choices and options and space for their self-expression.

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The Royalty

Creates a prosperous and successful community. Customers feel they can share in your success.

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The Friend

You help everyone belong by accepting & embracing people with good-natured humor and laidback charm.

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The Lover

Help people connect to their desires, feel excited, spellbound.

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The Sage

Constantly seeking and sharing truth or information with customers. Keeps people thinking.

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The Caregiver

Support people by helping them stay connected to the things they care about most.

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The Innocent

Offers simple solutions to easy to see problems that are morally good and nostalgic.

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The Hero

Out to make a positive mark on the world by helping people be all they can be.

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The Maverick

Will break all rules that don’t work and do things their own way.

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The Jester

Believes that laughter is the best marketing.

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The Magician

Helps people transform their world, inspire change, and expand their possibilities.

Know Who Your Tribe Is

There is a specific type of buyer that is interested in your products or services. Knowing their likes, dislikes, motivations, and challenges helps you understand how best to communicate with them.

What’s included in our buyer personas:

1. Summary
In the summary of each buyer persona is information on their demographics like age, phase of life, motivations, and hobbies.

2. Direction
In the direction section you will learn about their life-long goals, great aspirations in life, and where they see themselves in the long-term.

3. Pains
Learn about the pains and concerns of each of your buyers in this section with insights into what keeps them up at night and what barriers are in their way that you can help remove.

4. Communication
Essentially the does and don’ts of how to communicate to your buyers. Keep these tips and tricks close by when responding or reaching out to your buyers to quickly and effectively communicate your value.

Every Rulebook comes included with around three buyer personas and ways to target them!

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Help to Get it All Done

The last thing you need is an excellent document that you can’t use on your own. While The Rulebook gives you all the steps you need to succeed, sometimes you need help getting started.
Our team is here to help you through this journey for as long or as short as you need. From contractless month-to-month arrangements to year-long agreements to just a simple free one-time meeting, we are here to help you.
Our mission is to help businesses put their people first, and we can’t wait to talk to you soon about how you can leverage this incredible resource we call The Rulebook to help you grow better.


WunderTRE Help Graphic of Phone. Easy Contact!

Ready to get started? Awesome!

Fill out the form below and we’ll be in touch. A $500 one-time payment will be due at the start of the Rulebook process and covers all the costs of getting your own custom-tailored Rulebook to fit your business.

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Rulebook Resources

Want even more information on the topics surrounding the Rulebook? Check out these great resources!