branding

Discovery Questions (Ask First)

• What does the product/service actually do? In one sentence.
• Who is the specific customer? Job title, situation, pain.
• What alternatives exist? Direct competitors, indirect solutions, doing nothing.
• Why would someone choose this over alternatives? The real reason.
• What words should customers use to describe you? Pick 3-5.
• What words should they NOT use? 3-5 anti-traits.

Positioning Statement (Produce This)

Fill in and refine until crisp: "For [specific audience] who [specific need], [brand] is the [category] that [unique benefit] because [reason to believe]."

Test: Can you say it out loud without cringing? Would customer nod in recognition?

Brand Voice (Define Precisely)

Create a 2x2 for each trait:

For each trait, write 3 example sentences showing how it sounds. Write 3 sentences that violate it—what to avoid.

Naming Checklist

Before falling in love with a name:

• .com domain available (or reasonable alternative)
• Primary social handles available (@name)
• No trademark conflicts in your category
• Passes the phone test—spell it over a call
• No negative meanings in Spanish, Chinese, common languages
• Fits in a logo, looks good written

Tagline Formula

Pick one structure:

• Benefit statement: "Move money for free"
• Challenge: "Think different"
• Promise: "15 minutes could save you 15%"
• Category + twist: "The un-agency"

Max 6 words. Test: Would someone repeat this to a friend?

Visual Direction Brief

Specify before any design:

• Mood: 3 reference brands with right feeling (not competitors)
• Color direction: warm/cool, vibrant/muted, primary color family
• Typography feel: modern/classic, geometric/humanist, bold/light
• Imagery style: photo/illustration, people/abstract, lifestyle/product
• Avoid: specific styles, colors, or approaches that feel wrong

Logo Requirements

Define constraints:

• Must work at 16px favicon size
• Must work in single color (black, white)
• Wordmark, symbol, or combination?
• Horizontal and square versions needed?

Consistency System

Create these assets:

• Color palette: 1 primary, 2-3 secondary, 2-3 neutrals with exact codes
• Type scale: specific sizes for H1, H2, H3, body, caption
• Spacing scale: 4, 8, 16, 24, 32, 48, 64px (or similar)
• Component examples: how a button, card, input looks

Brand Guidelines Document

Minimum contents:

1. Positioning statement + story
2. Voice traits with examples
3. Logo files + usage rules (clear space, minimum size, backgrounds)
4. Color palette with all codes (HEX, RGB)
5. Typography with font files or links
6. Do's and Don'ts gallery

Quality Check

Before finalizing, verify:

• Could a stranger create on-brand content from these guidelines?
• Is it different enough from top 3 competitors?
• Does it resonate with 3 real people in target audience?
• Is every element intentional, not arbitrary?
• Can you apply it consistently across: website, email, social, product UI?

Common Failures to Avoid

• "We're like X but for Y" without being distinctive—lazy positioning
• Voice traits that any brand would claim—"friendly, professional"
• Logo that only works on white backgrounds—fails in real use
• Colors picked for taste without checking accessibility contrast
• Guidelines too long to read—no one follows 50-page brand books