Create A New Brand

Brand Composition

There are two main elements that combine to define any brand. When combined and documented, these form your brand guidelines often referred to as a BrandBook.  This acts as the guardrails for creating consistent, on-brand assets, content, and imagery across every channel. 

1. Look (Design). 

2. Feel (Personality) 

Design 

These are the visual elements that define how your brand shows up across all creative — from your website and ads to social posts and product packaging. These assets create instant recognition and ensure consistency, no matter who is designing the work.

Why they matter? Strong design assets make your brand feel cohesive, credible, and intentional. They reduce guesswork, speed up production, and help every designer, marketer, or AI tool produce work that “looks like you”.  These elements work together to make your brand instantly identifiable and visually consistent across every channel.

Personality

Personality Traits 

What it is: 3–5 adjectives that describe your brand’s “human qualities” — how it behaves, feels, and shows up in the world.

Why it matters: People connect with brands emotionally before logically. Clear traits ensure consistency across tone, design, behaviour, and customer experience.

Examples:  bold • caring • expert • playful • premium • minimal • rebellious

Tone of Voice

What it is:  How your brand sounds — the verbal expression of your personality.

Why it matters: Tone shapes the emotional response to your message (confidence, reassurance, excitement, calm, trust). It guides copywriters, marketers, and AI tools to speak with one unified voice.

Examples of tone styles:  Warm and supportive / Direct and simple / Positive and constructive

Creating New Brand Guidelines

INPUTS

When using an AI to generate a new Brand Guideline, these are the inputs that should be prepared in advance.  Some of these you may have already, others you will need to define - or leave blank.  Prepare your responses and paste them in the brackets.  eg.  Brand Name:  [Nike]

1. Brand Name:
   [insert]
   
   

2. What the brand sells (in one simple sentence):
   [insert]
   
   

3. Who the brand is for:
   [insert]
   
   

4. Copy/paste anything the website says about the brand (About Us, mission, promise, intro, values, headlines):
   [insert]
   
   

5. The main problem the brand solves:
   [insert]
   
   

6. How customers should feel when they interact with the brand:
   Choose 1–2: Energised • Confident • Supported • Inspired • Safe • Powerful • Reassured • Connected • Excited • Calm • Free • Hopeful • Other: [insert]
   
   

7. Competitors:
   [insert]
   
   

8. Reference Brands (optional):
   [insert]
   
   

9. Words the brand MUST feel like:
   [insert]
   
   

10. Words the brand MUST NOT feel like:
    [insert]
    
    

11. Preferred visual style (choose one):
    Minimal • Bold • Premium • Clean • Futuristic • Friendly • Playful • Elegant • Edgy • Warm • Professional
    
    

12. Colour or font preferences (optional):
    [insert]