The Brand Handbook

The Brand Handbook is the authority on all dimensions of The Brand – in our case Fair Tax Town – which could be any small independent town or trader in the UK.  We benchmarked against some well known brands to develop a brand proposition that could be applied to different business models and sectors in any town. By applying the brand philosophy you can create a signature experience that would differentiate your town or business from the anonymous high streets of most of the UK. This will attract visitor numbers and increase sales which in our experience has a ‘magnet effect’ attracting ever increasing numbers to your Fair Tax Town.

The Brand Handbook defines Who you are, What you do and How you operate – the Big Picture.

The Mission Statement is all about purpose – why you exist. What value you add. It is used to test new ideas or ambition. You always ask the question – how does that fit with our mission, why we get out of bed in the morning?

Our mission is to change the tax system.

The Vision Statement is all about what we want to achieve as an end game. It should be realistic but stretching. It should explain to those we wish to influence, the level of our ambition and intentions. It should be inspirational.

Our vision is that every business in the UK will pay fair corporation tax.

Our strategy is based on 4 Brand Values  which are described in outline, on the following pages.

The detail is in IP exclusively owned by our FTT company based in the Isle of Man and traded by Sugar Loaf BV in the Netherlands to Fair Tax Town franchises throughout UK and also in the future within other EU Countries.

Our 4 Brand Values  are described in outline, on the following pages.

The detail is in IP exclusively owned by our FTT company based in the Isle of Man and traded by Sugar Loaf BV in the Netherlands to Fair Tax Town franchises throughout UK and also in the future within other EU Countries to generate transformational scale and thus change in the system.

Fair Tax Strategy