You’ve got your inputs: these are the core, often-intangible factors that make up the HEART of your brand, the basis from which everything (yes, EVERYTHING!) else flows. Your inputs include things like:

- Your "Why"
- Values
- Strengths
- Superpower
- Target audience
- Products & services
- Messaging

Inputs are like a cherry tree’s root system- it begins with a cherry stone, which first sprouts DOWN into the soil; the soil contains minerals and water, which nourish a robust network of roots that dig down deep to anchor the tree. It’s invisible to the world above, but without that initial system of roots growing FIRST, the tree can’t begin to grow above ground.

Then you have your outputs: these are the visual and functional factors that are directly informed by your inputs! Your outputs are things like:

- Social media
- Website
- Logo
- Color palette
- Portfolio & visuals
- Client experience

Outputs are like what you see of a cherry tree above ground- a strong trunk, ample branches, hundreds of twigs, pale pink blooms, and subsequent green leaves and ripe red fruit. Those outputs above ground are only possible because of what’s happened below ground, with the inputs determining much of what the outputs look like- the genetic makeup of the cherry stone and the quality of the minerals in the soil directly inform what the tree will look like, what sort of fruit it will yield, and how high it will grow.

And the beauty of it all is that inputs and outputs grow simultaneously, with your roots reaching deeper, allowing your branches and blooms to grow higher!