Brand Identity Guide

Overview

This guide covers the end-to-end process of building and enforcing a brand identity system: from strategic positioning through visual tokens, voice guidelines, logo rules, and accessibility compliance. All outputs should be developer-ready with real values, not placeholders.

Brand Foundation Process

1. Discovery

• Identify target audience, competitive landscape, and business objectives.
• Audit existing brand assets (if any) for consistency gaps.
• When creating a brand from scratch, start with positioning (audience, differentiator, personality) before any visual work.

2. Foundation

• Define positioning, values, and personality before any visual work.
• Write voice guidelines with a tone table and vocabulary lists.
• Voice guidelines must include do/don't examples for each tone variation.