---
title: The New Branding Playbook
description: We've put together a new branding playbook, based on the approaches of forward-thinking companies like Warby Parker, Patagonia, and MailChimp.
---

[Purpose Jobs blog: startup news & stories about purpose at work ](https://www.purpose.jobs/blog)

# [The New Branding Playbook](https://www.purpose.jobs/blog/new-branding-playbook)

 Written by [Ryan Landau](https://www.purpose.jobs/blog/author/ryan-landau) | 5/8/17 10:02 AM

Consider the old school branding playbook: Brands were defined by taglines and ad budgets. The bigger the pile of cash, the "better" the brand.

Today, that script's been flipped.

Companies like Warby Parker, Patagonia, and MailChimp don't out-spend their rivals to build well-respected brands. They build from the inside — focusing on team and culture and community. And when that foundation is set, they let their raving fans help them do the talking.

With that in mind, we at [purpose.jobs](https://www.purpose.jobs/) put together what we think is the new branding playbook. You can check it out here:

 

 

[Find a startup company that you respect.](https://www.repurpose.co/talent)

 

[View full post](https://www.purpose.jobs/blog/new-branding-playbook)

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Ryan Landau"
  },
  "dateModified" : "2020-05-07T19:33:03.802Z",
  "datePublished" : "2017-05-08T10:02:48Z",
  "headline" : "The New Branding Playbook",
  "image" : {
    "@type" : "ImageObject",
    "height" : 800,
    "url" : "https://cdn2.hubspot.net/hubfs/2873777/Tony-Bennett-DSC02731.jpeg",
    "width" : 1200
  },
  "mainEntityOfPage" : "https://www.purpose.jobs/blog/new-branding-playbook",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 60.0,
      "url" : "https://2873777.fs1.hubspotusercontent-na1.net/hubfs/2873777/logo-Purpose-Jobs-Black@2x-2.png",
      "width" : 343.0
    },
    "name" : "Blog"
  }
}
```