Decide the brand before you design it
Most brand work starts at the logo, which is why so much of it gets redone six months later. This works in the other order.
Brand Foundation — brand name, tagline, mission statement, three numbered brand values, and target audience. Three values, not ten: a list of ten values is a list of nothing, because it never forces a trade-off.
Voice and audience pages — who you are talking to, and how you sound when you do. This is what stops your website and your emails reading like two different companies.
Visual and application pages — where colour, type and usage decisions get written down, so the next person to touch the brand inherits decisions instead of guesses.
What you get
- 5-page PDF, instant download after checkout
- US Letter, black and white
- Work through it once per brand; reprint when you reposition
What this is not
Not a logo, not a font pack, not a colour palette, and not design software. There are no ready-made assets inside. It is the thinking that should happen before any of those get made. Printed lines, not fillable fields.
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