Order matters here more than anywhere else in the knowledge base. Messaging written on top of an unsettled position has to be redone.
The path
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1. Read the reasoning (optional)
Brand strategy concepts covers positioning, messaging and voice. Visual identity concepts covers the visual system and assets. Neither is a workbook. Skip them if you’d rather start filling in.
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2. Positioning
Fill in positioning: target, competitive frame, point of difference, reasons to believe, the positioning statement, and the trade-offs you’re accepting.Done when: the statement is specific enough that a competitor would dispute it.
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3. Messaging
Fill in messaging: value proposition, three message pillars, the four-length message set, audience variations, and the approved claims table.Done when: every claim has evidence and a refresh date next to it.
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4. Voice and tone
Fill in brand voice and tone: voice traits with contrasts, tone by situation, and the before-and-after examples in section 4.Done when: a writer can tell whether a given sentence is on-brand by checking section 4.
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5. Visual identity
Fill in visual identity: color values in every color space, approved contrast pairings, typefaces with fallbacks and licenses, the type scale, spacing, imagery direction, and icons.Done when: a designer can build a layout without asking a question.
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6. Logo usage
Fill in logo usage: variants, clear space, minimum sizes, backgrounds, the misuse list, and co-branding rules.Done when: every variant that exists is named and has a rule for when not to use it.
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7. Brand assets
Fill in brand assets: the source of truth, the asset register with owners and review dates, formats, access, rights and expiry, and how assets get retired.Done when: anyone can find the current file without asking, and knows whether they’re allowed to use it.
Where each one gets used
Downstream documents link to these. They never restate them, because a second copy drifts from the first within a quarter.
Keeping it current
Set a review date now rather than later. Brand guidelines holds the recommended cadence per document, and the asset register carries a per-asset review date.Related resources
- Brand guidelines The index to all six documents and the review cadence.
- Brand strategy concepts Why positioning, messaging and voice are separate.
- Visual identity concepts Why the visual system is split into three documents.
- Brand onboarding What someone reads before producing brand-facing work.
- Setup checklist Track this stage against the rest of setup.