The Brand Brain Buildout Kit

What is inside

• 1Step 1, collect receipts not opinions. The seven sources to pull from before you write a single rule.
• 2Step 2, the ownable sentence, with the real 5 SENS example and the test: could a competitor put your sentence on their site tomorrow without anyone noticing?
• 3Step 4, the actual voice rules. What is always capitalized, what is never used, and why leading with the feeling beats leading with the notes.
• 4Step 5, the nine file folder structure, from brand-guidelines.md through to recent-changes.md, so the brain is a place and not a document.
• 5The two numbers most brand decks never name: 44px minimum body on a carousel, and 25 words maximum on a content slide.