The Brand Identity Toolkit

The Brand Identity Toolkit


Create all the basic brand guidelines you need, from strategy to styling.

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The Brand Identity Toolkit contains everything a small business needs to start creating a complete set of basic brand guidelines.

This toolkit is not for the faint of heart. We’ve taken our entire brand identity-building process and turned it into a set of five essential templates. These templates will help you see how the pieces of a brand fit together and the work that each piece requires. Just by going through the process of filling them out thoughtfully, you will be prepared to approach a consultant, designer, or agency for help with a deeper understanding and clearer ideas.

This toolkit is perfect for someone who wants to understand how to turn an idea into a fleshed-out brand. It includes fillable templates with quickstart instructions for the following guidelines:

  1. Brand Canvas

  2. Style Guide

  3. Language Guide

  4. Target Customer Profile

  5. Customer Journey Map

These guidelines will help you answer questions that are key to a consistent and human brand, such as:

  • What are your brand’s superpowers? (Brand Canvas)

  • How many colors should your brand have? (Style Guide)

  • How does your voice translate to your company description? (Language Guide)

  • What should you know about your target customers? (Target Customer Profile)

  • How do you turn your customers into fans? (Customer Journey Map)