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    Course · Brand Identity trackStrategy

    Brand Guidelines

    The living document that captures the rules, examples and rationale of the brand.

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    Run this as a workshop

    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Win/Loss Interview
    Interview 3 won + 3 lost deals to find real differentiators.
    Value Proposition Canvas
    Customer jobs/pains/gains ↔ products/pain relievers/gain creators.
    Brand Differentiator
    The one thing only we say — with reasons to believe.
    Messaging House
    Promise on top · 3 pillars · proof points underneath.
    Mission Statement
    One sentence: who we serve, what we do, why it matters today.
    Vision Statement
    The world we are building in 10 years — one vivid sentence.
    Tactics that execute this

    Concrete plays and workshops you can run to ship this strategy.

    Brand Audit Walkthrough
    Tactic
    Inventory every touchpoint and rate it for consistency in one session.
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    Identity Strategy
    The visual strategy that translates positioning and personality into a coherent system.
    Logo Strategy
    Wordmark, lettermark, pictorial, abstract — pick the logo type that matches the brand job.
    Color Strategy
    Choose a palette that signals personality, contrasts against the category and works accessibly.
    Typography
    Type pairings that carry voice at every size — display, body, UI, code.