Before the logo,

We Need to Understand the Brand

A simple guide to understanding brand strategy

Before designing a logo or visual identity, a business needs a clear direction. This guide introduces the decisions behind a brand: who it serves, what makes it different, and how it communicates with customers.

What’s inside the guide?

You’ll learn what brand strategy is and why it comes before design, how to understand your audience, and what might make customers choose your brand. The guide also explores how brand personality and messaging shape communication, and how strategy informs visual identity, packaging, photography, content, and the customer experience.

How to download

Click below to open the PDF, then download it and save it for later.