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In writing this Guide, I’ve tried to outline the basic elements to the process of design and development of brand strategy in a way that would best support the people involved in actually designing brands.

This is not to say that designers can’t read eight-hundred-paged books on Managing Brand Equity, but that there are some very simple elements of developing the attributes of business behaviour and that all designers should understand their vital role in improving business behaviour.

To date the PDF has been downloaded over thirty thousand times, with October 2004 being a record month. I figure it’s been read once or twice because people still enjoy pointing out smelling mistakes. If that’s all you get in touch about—please do.

The Guide is seventy-two pages in length with lots of hand-drawn illustrations.

The sequence of parts are as follows:

1. Introduction.

2. What is Brand Strategy?

3. What is a Brand?

4. What is Strategy?

5. The Process of Design.

6. So How Do You Do It?

7. Suggested Reading List.

8. Further Information.

9. Who’s Who.

10. Afterwards & Thanks.