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Chapter II, The Brand Codex


The Brand-Codex™ holds the principles that inspire and guide you in the daily business of building an Ensouled Brand.


You find the Brand Soul through the founder image

What Is A Brand Codex?

The Brand-Codex is a growth tool. It is a multi-page document that captures in its pages: 

The Brand-Codex™ Pages Capture:

  1. BRAND-SOUL™ - Fulfilled by the 5 elemental principles:

    Fire Element FIRE The Passion That Will Fuel You:
    The Trailblazer's Passion Statement & Origin Story 

    Air Element for the Quest AIR The Quest That Will Lift You:
    The Worthy Quest Your Brand Will Pursue & Represent

    Water Element for Movement WATER The Currents That Will Propel You Forward:
    The Industries And Subjects Of Interest Where Your Passion Will Pour Into And Move

    Earth Element for Impact EARTH The Impact You Aim To Make:
    The Impact You Want Your Brand To Achieve In The Life Of The People It Serves, Society or The Planet  

    Azoth Element for our Will, the Binder AZOTH The Awareness Of The Other 4:
    Your Will To Begin.... The Azoth Is Your Internal Power Of Decision That Binds The Other 4 Elements Together
  2. BRAND-KHARAKTER™ - Cardinal Trait, Central Traits, Situational Traits, Brand-Kharakter Statement
  3. BRAND-KREDO™ - "We Believe" Statements 
  4. BRAND UNIKNESS STATEMENT - How does the Brand differentiate itself and who is its ideal customer

    ■ Brand Primary Tagline

    ■ Brand Secondary Slogan

    ■ Brand Product and Service Descriptions

    The Brand-Codex™ is a fully designed 12-in x 18-in document with the emerging elements of your Brand's Visual Language. As we develop your Brand-Codex™, the work will inspire the initial shapes, colors and fonts that we will use to create the layout of your document.
You find the Brand Soul through the founder image

How Do I Use a Brand-Codex™

Whereas before it was the founder's own personal preferences that made the choices, awarded the projects, selected the team members, and directed the design and content... that role now belongs to "the Brand" and it is no longer "my business" and therefore "my decision", it is "the Brand's decision" made through the Brand-Codex™


  1. Brand-Codex in PDF format, 8.5-in x 12-in, Full Color
    Low resolution for email distribution and high resolution for print

  2. Brand-Codex printed, 8.5-in x 12-in, Full Color
    Shipped to your address

The Brand-Codex™ The Foundation for an Enduring and Authentic Brand


Your Brand's Growth Strategy in Printed and PDF Format. It includes your Brand's Soul, Kredo, Personality, Positioning Statement and Brand's Graphical Language. Reserve a Brand-Codex Project

Are you Ready? 

Is your Brand ready for a Soul? If you are not clear, have a soul-to-soul with Orphea and schedule a 15 minute call. Schedule Here.


Orphea is a Brand House dedicated to creating Ensouled Brands. We define Ensouled Brands as the brands that will lead in the new era of business. Brands on a Quest seeking to make a specific Impact. Brands that are authentic, meaningful and uniquely differentiated. Brands that connect and are built for the long-term. Brands with a Soul.

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