OracoEight
Brand Marks™
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THE Eight Brand Marks™ · BY ORACO

What makes
a brand
unmistakably
itself?

The Eight Brand Marks™ is a brand strategy methodology developed by Oraco to help businesses uncover what makes them distinctive, define what they stand for and make more considered decisions about how they show up in the world.

Explore the methodology
Destination Brand Mark artwork
Origin Brand Mark artwork
Awakening Brand Mark artwork
Belonging Brand Mark artwork
True North Brand Mark artwork
Essence Brand Mark artwork
Equilibrium Brand Mark artwork
Ripple Brand Mark artwork

OBSERVATION /001

Distinction is
discovered,
not invented.

It’s there in where you’ve come from. What you believe. Where you’re going. The people you connect with. Your character, perspective, influence and staying power.

But the things closest to a business can become the hardest things for it to see.

The Eight Brand Marks™ methodology helps you look closer, recognise the patterns and uncover what makes your brand distinctively yours.

Look closer. It's already there.

THE FRAMEWORK /001–008

Eight ways
to look closer.

Eight connected areas of brand strategy that help you explore your foundations, understand your audience, define your positioning and build a brand with greater intention.

Explore the methodology
Origin Brand Mark artwork/001 OriginTrue North Brand Mark artwork/002 True NorthDestination Brand Mark artwork/003 DestinationBelonging Brand Mark artwork/004 BelongingEssence Brand Mark artwork/005 EssenceAwakening Brand Mark artwork/006 AwakeningRipple Brand Mark artwork/007 RippleEquilibrium Brand Mark artwork/008 Equilibrium

PUT THE METHODOLOGY INTO PRACTICE

Meet Brand Oracle.

Your AI-supported brand strategy guide, built on the Eight Brand Marks™ methodology. Uncover what makes your brand distinctive, navigate decisions with greater clarity and develop communication grounded in your brand’s unique identity.

Brand Builder Map brand purpose workbook beside Brand Oracle on a tablet
Digital brand
strategy guideBrand strategy
workbook
/001

Uncover.

Brand BuilderIncludes Brand Builder Map

↗/002

Navigate.

Brand Mentor

↗/003

Express.

Brand Writer

↗

ONE CONNECTED BRAND PROFILE

The more you uncover,
the more useful Oracle becomes.

A decision becomes easier to examine when you know what guides you. A draft becomes more recognisable when it starts with your character and perspective.

  1. /001

    The Eight Brand Marks™

    Eight connected lenses

  2. /002

    Builder + Map

    Explore and refine your thinking

  3. /003

    Confirmed findings

    Review and save what matters

  4. /004

    Brand Profile

    The understanding Oracle draws from

  5. /005

    Mentor + Writer

    Navigate and express with context

Your Brand Profile

The strategic understanding Brand Oracle draws from across Builder, Mentor and Writer. Your confirmed findings and saved Builder work give it context. Keep the important details clear when beginning a new brief, and refine what you’ve saved as your business evolves.

YOUR NEXT LINE OF ENQUIRY

One membership. Three ways forward.

Uncover your foundations, navigate decisions and express your brand in one connected workspace.

Become a member

THE PEOPLE BEHIND THE THINKING

Created by Oraco.

Created by Oraco co-founders Leanne and Jessica, drawing on nearly two decades of brand strategy and creative practice.

We believe good brand strategy shouldn’t be out of reach. The Eight Brand Marks™, Brand Oracle and Brand Builder Map make our methodology more accessible, giving founders and teams the questions and guidance to develop their own strategy, at their own pace.

About Eight Brand Marks™