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: | We are | We are not | |--------|------------| | Confident | Arrogant | | Direct | Rude | | Playful | Silly | 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