Braintrust Brand Narrative
Description: This is our brand narrative, outlining how we talk about the status quo our community has experienced and lives within, and the world Braintrust is building to redefine that status quo. The narrative here will be used to influence our brand messaging and brand pillars, carried through to audience positioning statements and value props (see framework below).
Messaging framework: This document represents the Brand narrative component of our messaging.
Expectation: This should be an emotional call to action, eliciting a strong response from our community and anyone who works a desk job. The intention is for this to filter into our launch messaging and deliverables (owned and earned content, press release, etc.), and community-focused content that discusses the Braintrust brand. Note: the use of first-person personal pronouns here is acceptable because this is a narrative from the collective POV of the Braintrust network, not an individual representative. Further, these personal pronouns help elicit a stronger emotional response.
Desired emotional response: Empowerment, Fairness, Pride
Audience: Our narrative is focused on the point of view of the individual worker and of labor as a group, not the corporation (client).
Braintrust Mission: To spread economic opportunity more equitably around the world. *The narrative should ladder back to this.

The Braintrust Narrative

Today’s dysfunction: The way we work is broken.
For all of the talented people who make a company competitive; the workers who build its products; who run its processes... relatively few of us have real control over how we work or how we are rewarded for that work.
When times are good, shareholders reap the benefits. When times are bad, workers are the ones that take the hit. We’ve come to accept it: the workers are the ones who always get screwed. It’s just the way it’s always worked.
The critical shift: Workers are taking back control.
Suddenly, freedom to choose how we work and the ability to contribute independently have met at a moment of critical opportunity:
Societal shift: Workers were already leaving their jobs at record rates before COVID, but this accelerated as more of us redefine what we value in work. Technological shift: Businesses have rapidly adopted tools to enable asynchronous communication and distributed teams. Economic shift: Businesses are desperate to attract talent to accelerate innovation.
The future utopia: Your work should empower you.
Corporate interests and worker interests are not a zero sum game, but that alignment can only occur in a new economy - one that rewards talent with opportunity, security, and stability through ownership.
In the Ownership Economy, talent have control over the rules and operations of the network they make their living on. And that network thrives because when talent are given ownership, treated equitably, and gain access to the best opportunities in the world, they can do their best work.
That’s not just more fair, it’s better for business, too.
The challenges to overcome: We must disrupt the status quo.
But most workers accept the status quo. In exchange for perceived stability, we work long nights for the same pay. We endure a mental health crisis. And we sit on the outside of shareholder meetings because our ownership stake--if we have any--is too insignificant to affect change.
The current system will never serve us, the workers, so we must build a new one.
The Solution: Introducing Braintrust, the first decentralized talent network.
Braintrust is the first decentralized talent network that connects skilled, vetted knowledge workers with the world’s most reputable brands. The community that relies on Braintrust to find work are the same people who own and build it, ensuring the network always serves the needs of its users, instead of a centrally-controlled corporation. Unlike other marketplaces that take 20% to 50% of talent earnings, Braintrust allows talent to keep 100% of earnings and enables clients to make their budgets go further by cutting out the unnecessary middle men.
The community expands beyond 700,000 members across 150+ countries. Braintrust partners with global enterprises including Nestle, Porsche, Atlassian, Goldman Sachs, and Nike. Braintrust is backed by Tiger Global, Coinbase Ventures, Pantera and Multicoin Capital along with a contingent of individual investors. For more information, visit: www.braintrust.com.
It’s time we own it.
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