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Branding and Identity

What a brand is made of, what each part is called, and which parts are sold here.

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Strategy: what the business stands for

The decisions everything else is built on. Settled first, because a look chosen before the decision is a preference rather than an identity.

  • Brand strategy The decisions that set what your business represents, who it serves, and why somebody would choose it
  • Brand foundation Your purpose, mission, values and the promise you make
  • Audience identity A clear description of the people you want to serve: what they need, what motivates them and what decides it for them
  • Brand positioning How your business is meant to be understood, and what it is the alternative to
  • Brand differentiation The things that are actually different about what you do, in words a buyer would repeat
  • Brand personality The traits your business shows in how it talks and behaves
Brand Strategy and MessagingDefine what the brand is, what it should be known for and how it should be rememberedSales Conversion and Client Journey StrategyDesign the steps that move interest toward a sale, follow-up and client onboardingSales & Pitch CoachingPractice explaining your value in networking, discovery and sales conversations
The words at this level
  • Brand strategy The decisions that set what your business represents, who it serves, and why somebody would choose it
  • Brand foundation Your purpose, mission, values and the promise you make
  • Audience identity A clear description of the people you want to serve: what they need, what motivates them and what decides it for them
  • Brand positioning How your business is meant to be understood, and what it is the alternative to
  • Brand differentiation The things that are actually different about what you do, in words a buyer would repeat
  • Brand personality The traits your business shows in how it talks and behaves

Identity: how it looks and sounds

The expressions a customer recognizes. Three kinds, and most businesses only ever buy the second one.

  • Brand identity Everything that makes your business recognizable
  • Brand image How customers actually perceive you, which is not always the same thing
  • Verbal identity The words, voice, tone and vocabulary you use, and the ones you avoid
  • Visual identity Logos, color, fonts, layout and the design elements that represent you
  • Typography The fonts, sizes, weights and spacing that set how your text reads
  • Photography identity How your business is shown in photographs: lighting, composition, subjects and treatment
  • Cinematography The filming decisions: camera angles, framing, movement and lighting
  • Motion identity The movement and animation style used in video, graphics and on screen
  • Audio identity The music, sound and vocal delivery associated with your brand
Brand Kit: Logo, Color and FontsThe visual design guide and asset folder that keep everyone using the same logo, colors and fontsBrand Photo and Video Style GuidelinesSet how the brand should look and sound in photos, social videos, YouTube and advertisingWebsite and Marketing CopywritingWebsite pages, blogs, emails, advertisements and captions written for you
The words at this level
  • Brand identity Everything that makes your business recognizable
  • Brand image How customers actually perceive you, which is not always the same thing
  • Verbal identity The words, voice, tone and vocabulary you use, and the ones you avoid
  • Visual identity Logos, color, fonts, layout and the design elements that represent you
  • Typography The fonts, sizes, weights and spacing that set how your text reads
  • Photography identity How your business is shown in photographs: lighting, composition, subjects and treatment
  • Cinematography The filming decisions: camera angles, framing, movement and lighting
  • Motion identity The movement and animation style used in video, graphics and on screen
  • Audio identity The music, sound and vocal delivery associated with your brand

Application: where the brand actually appears

An identity that lives in a document is not an identity. This is the work of putting it onto the things customers see.

  • Digital identity How the brand shows up on your website, landing pages, social profiles and apps
  • Content pillars The handful of recurring topics you make content about
  • Content storytelling How you use stories and examples to explain what you do
  • Brand assets The actual files: logos, photographs, videos, illustrations and templates
  • Brand production system The templates, specifications and instructions used to make branded material without starting over each time
Website Design and BuildA new website, built by hand or in the builder that fits youSales Funnel Setup: Pages, Email, Payment and TrackingA complete path from an offer to a purchase or inquiry, connected and testedSocial Media SetupChoose the right platforms, then set up ownership, profiles, bios, images and linksVideo Filming SessionsA filming day, batched, so one session covers weeks of contentVideo EditingTurn agreed raw footage into captioned videos sized for the platforms named in the scopeGraphics and Static Post DesignBranded graphics, carousels, static posts and matching captions for agreed platformsBusiness Card and Event Flyer DesignDesign one branded business card or event flyer and supply print-ready and digital filesContent Strategy & PlanningSet the objective, audience, message, content pillars, channels, formats, publishing plan and measurement
The words at this level
  • Digital identity How the brand shows up on your website, landing pages, social profiles and apps
  • Content pillars The handful of recurring topics you make content about
  • Content storytelling How you use stories and examples to explain what you do
  • Brand assets The actual files: logos, photographs, videos, illustrations and templates
  • Brand production system The templates, specifications and instructions used to make branded material without starting over each time

Experience and consistency: whether it holds together

What customers meet, and whether it matches what you said. This is where branding stops being design and starts being the business.

  • Brand experience What a customer actually encounters: your website, your messages and how the work is delivered
  • Brand consistency Using the same established elements and standards every time
  • Brand congruence How closely what you show and say matches what you claim to be
  • Brand coherence How well the separate pieces read as one identity
  • Brand guidelines The written instructions for using and applying the identity
  • Brand governance Who approves what, where the files live, and how it is kept up over time
Brand Consistency Check: Website, Social, Video and EmailAudit where the brand looks, sounds or communicates differently and what to fixSales Conversion and Client Journey StrategyDesign the steps that move interest toward a sale, follow-up and client onboarding
The words at this level
  • Brand experience What a customer actually encounters: your website, your messages and how the work is delivered
  • Brand consistency Using the same established elements and standards every time
  • Brand congruence How closely what you show and say matches what you claim to be
  • Brand coherence How well the separate pieces read as one identity
  • Brand guidelines The written instructions for using and applying the identity
  • Brand governance Who approves what, where the files live, and how it is kept up over time
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