Insights

What you leave with Name the business’s real problem before spending on design.

1. 01 What a brand really is: a management view
2. 02 A brand is more than identity: When a business needs a system that creates value
3. 03 Unpacking the three layers: logo, identity system and brand
4. 04 Understanding your brand: the foundation before building an identity
5. 05 Brand platform: what helps a business last?
6. 06 The 8-week brand building roadmap: From strategy to an identity system that works in practice

What you leave with A positioning hypothesis and the evidence that needs testing.

1. 01 Brand: when an intangible asset becomes a competitive advantage
2. 02 What is brand positioning? 5 steps to build it
3. 03 A strategic frame of reference: on quality and brand positioning
4. 04 Brand strategy: when quality is no longer the only anchor
5. 05 A saturated market is a golden opportunity, if you know how to differentiate
6. 06 Owning a word in the customer’s mind
7. 07 7 pillars of brand building: from strategic vision to market position

What you leave with Criteria for choosing a name and a message, in place of gut feeling.

1. 01 Strategic identity: the weight of a company name
2. 02 Brand naming process: 10 steps to lay the foundation for a brand
3. 03 32 ways to name a brand: from strategy to creative naming techniques
4. 04 A name is only a touchpoint: is it time to invest in your brand story?

What you leave with A brief and a set of logo evaluation criteria you can use right away.

1. 01 Core principles of logo design
2. 02 Trends in logo form: from symbol to recognizability
3. 03 Color in logo design: how vision shapes brand perception
4. 04 Using typography in logo design and brand identity
5. 05 The real value of a professional logo design
6. 06 Is it time to redesign your logo? Why, and how to do it right
7. 07 The core mistakes that should change how you think about corporate logo design

What you leave with The list of identity assets and standards the business needs.

1. 01 Brand identity design: from visual symbol to strategic asset
2. 02 Brand identity system: The visual language and strategic compact of a business
3. 03 The 8 most important elements of brand identity design
4. 04 The brand standards system for building brand identity
5. 05 Criteria for auditing a brand identity system: a handbook for executives
6. 06 Brand guidelines are not just a design manual: a reference system for managing brand identity

What you leave with The three to five touchpoints to fix first, in order of priority.

1. 01 Repositioning and brand building: from promise to a standard touchpoint system
2. 02 Product packaging design: a visual touchpoint and a launchpad for brand strategy
3. 03 Packaging as a strategic touchpoint in the consumer’s decision path
4. 04 Corporate catalog design: from the basics to optimizing brand value
5. 05 7 essential pages that help a business website retain customers and drive conversion

What you leave with Grounds for deciding on a refresh, choosing a partner and protecting the brand.

1. 01 7 signs your business needs to reposition its brand
2. 02 Brand repositioning: 5 strategic lessons from controversial identity changes
3. 03 Brand identity refresh: a strategic touchpoint for business breakthrough
4. 04 The executive’s doubt: does an agency really understand the business’s “pride and joy”?
5. 05 How to choose a brand identity design partner: an expert’s view
6. 06 Protecting an intangible asset: a roadmap to strategic trademark registration