From Brief to Brand Book

What It Really Takes to Build a Full Brand, Not Just a Logo

What does it mean to truly build a brand?

Spoiler: It’s not a logo. It’s not a slogan. It’s not a campaign.

A full brand is a system. A soul. A story that connects everything:

→ your internal culture

→ your external positioning

→ your employer value proposition

→ your customer experience

My approach to building full brands:

1️⃣ Discovery phase

Internal interviews, competitor audits, brand perception surveys

2️⃣ Strategy phase

Brand archetype, tone of voice, core narrative

3️⃣ Creative phase

Visual identity, brand book, asset libraries

4️⃣ Activation

Brand launch

→ Employee onboarding

→ Omnichannel campaigns

🎯 Real results:

Repositioned a retail bank from formal and cold → approachable and human

✅ Created a visual system that worked across 5+ business units

✅ Increased internal brand adoption through co-creation workshops with leadership and employees

Why this matters:

Branding is not an exercise in aesthetics.

It’s a tool for alignment. A lever for growth. A booster for culture and morale.

When done right, it becomes your most valuable intangible asset — one that transcends campaigns and quarters.