Prior to this Guide, I prepared a short handbook on Brand Strategy for a specific target audience and for a specific problem. Called ‘The Good Fun Guide to Brand Strategy’ it served its intended purpose by being badly written and well illustrated. However, in spite of this, many others who also read it suggested that it was a good document and one worth extending. Though perhaps being written better.

My interest is in business behaviour and the contributions of that behaviour to how a company, product or service acts and is perceived. I’ve often worked for clients in developing the final designs that ultimately shape how the customer or target individual perceives the client firm. I’ve also seen all too often the disconnect between the involved parties that help shape the client’s identity and the problems in how the client manages its design.

In writing this Guide I’ve tried to outline the basic elements to the process of design and development of brand strategy in a way that would best support the people involved in actually designing brands. This is not to say that designers can’t read eight hundred page books on Managing Brand Equity; but there are some very simple elements of developing the attributes of business behaviour, and all designers should understand their vital role in improving business behaviour.

My hope is that I’ve been able to simplify the topics involved and display them in a practical way that makes it easier for most designers to recognize where in their own work they can improve their contribution to the client’s business. I also hope to give an introduction to the topics and tools that could help designers improve their own business and abilities to deliver design solutions

Download pdf Designer’s Guide to Brand Strategy