Seven steps for turning a brand belief into written rules, so anyone on your team can draft on brand without you in the room.
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.