Sample Playbook
A preview of what your Scout brand strategy contains — built for Wayfare, a fictional DTC travel brand. Three sections in full. Six more waiting in your playbook.
01 — Market Reality
What market are you actually in — and what strategic tension defines it?
Strategic Diagnosis
Wayfare is not playing the luggage game — it is playing the identity game. The founder has built a product that functions as a tribal signal: carry this bag and you are declaring yourself an intentional traveller, not a tourist.
The critical tension is between democratic ambition and premium execution. The founder said “everyone deserves to travel intentionally” — but the £300+ price point and editorial voice all signal exclusivity.
One-Line Summary
Wayfare is an identity brand disguised as a luggage company, caught between premium philosophy and democratic ambition.
02 — Positioning
Where you sit relative to alternatives — and why customers should choose you.
Positioning Statement
For experienced travellers who believe how you pack shapes how you experience the world, Wayfare makes intentional travel equipment — deliberately constrained products that force the kind of packing that leads to the kind of travel worth remembering.
Competitive Alternatives
vs.
Away
Affordable, Instagram-friendly, tech-forward features
Philosophy-driven design vs feature-driven.
vs.
Rimowa / Tumi
Status signalling, proven durability, luxury positioning
Wayfare signals a worldview, not a tax bracket.
vs.
Don’t think about it
Path of least resistance — luggage as afterthought
Wayfare turns the first decision of every journey into an intentional act.
Current Frame
Premium DTC luggage
Proposed Frame
Intentional travel equipment
03 — Architecture
Purpose, vision, mission, values — the structural foundation of the brand.
Purpose
To prove that less luggage leads to more experience.
Vision
A world where the first question of every journey is ‘what can I leave behind?’
Mission
We design objects that make intentional travel the path of least resistance.
Brand Values
Brand Personality — The Dinner Party Test
“Wayfare is the person who spent three months in Oaxaca and doesn't mention it until asked. When they talk, everyone leans in — not because they're loud, but because every sentence contains something you haven't thought of before.”
Want one for your brand?
Every playbook includes all 9 sections, built around your positioning challenge.
04 — Enemy & Belief
The status quo belief you exist to destroy — and the new belief you install.
Every brand needs an enemy. Not a competitor — a worldview.
The enemy isn't another luggage company. It's the entire system that
profits from convincing travellers they need more. More compartments,
more adapters, more just-in-case items that never leave the hotel.
The belief shift takes customers from anxiety-driven packing to
intentional constraint as the first act of a better journey.
Full section in your playbook
This section is included in every Scout brand strategy.
Get your playbook05 — Territories
Three positioning paths with genuine trade-offs and a clear recommendation.
Three distinct positioning territories — each with a unique tagline,
a clear sacrifice, and a founder comfort score. One is recommended.
Each territory represents a different bet on where the brand should
plant its flag. The trade-offs are real and the recommendation is
backed by the research and interview insights.
Full section in your playbook
This section is included in every Scout brand strategy.
Get your playbook06 — Pillars
The proof points that make your positioning credible and repeatable.
Three pillars that anchor the positioning in reality. Each includes
messaging hooks, proof points, customer quotes, and a heart-and-head
messaging framework. What you'll see in the brand experience,
why it matters strategically, and how to speak to both emotion
and logic when communicating each pillar.
Full section in your playbook
This section is included in every Scout brand strategy.
Get your playbook07 — Voice & Tone
A voice any writer can pick up — with tone dials, dos/don'ts, and channel guidance.
Named voice characteristics with sounds-like and doesn't-sound-like
examples. A do/don't guide across four contexts. Channel-specific
copy examples for Instagram, email, LinkedIn, and error states.
Voice principles as before/after contrasts. Banned words and power
words. Everything a writer needs to sound like the brand on day one.
Full section in your playbook
This section is included in every Scout brand strategy.
Get your playbook08 — Meta Ads
Real hooks, audience personas, and creative briefs you can hand to a media buyer.
Ad hooks tagged by type and format. Target personas with trigger
moments and objection handling. Creative briefs with visual direction,
body copy, and CTAs ready for production. Not abstract guidelines —
actual copy and creative direction your media buyer can execute.
Full section in your playbook
This section is included in every Scout brand strategy.
Get your playbook09 — Activation
A 3-phase plan to put your positioning to work immediately.
A 12-week roadmap in three phases: Foundation, Launch, Amplify.
Specific action items with owners, deliverables, and timelines.
Quick wins you can execute this week. Success metrics for each
phase. Not a strategy that sits on a shelf — a plan that ships.
Full section in your playbook
This section is included in every Scout brand strategy.
Get your playbookReady?
Founder interviews. AI-powered research. A dedicated strategist. All nine sections, tailored to your positioning challenge.
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