Branding Kit
This DIY branding kit will guide you through the inside-out brand strategy process. By the end, you’ll have created a Brand Canvas containing all the core components of your brand.
Why this Branding Kit?
You'll define your brand's mission, target audience, next-level of success, positioning, brand personality, archetype, brand style, etc.
At the end of the process, you'll gain the clarity you need to develop your brand system. The brand canvas will serve you as a well-defined brief for your designers, agency, partners, collaborators, or team.
Shoot for the stars and let this Kit be an additional pair of wings for your successful flight!
WHAT'S INCLUDED?
- Brand Strategy Workbook
- Brand Canvas Template (A2)
- Style Cards Vol 1
- Style Cards Vol 2
- Word Cards
What's included in the Branding Kit?
Brand Strategy Workbook
This Brand Strategy Workbook will take you through a structured inside-out branding process, helping you to crystallize your brand's core: the whys, authentic points, proof points, next-level of success, target clients, positioning statement, and your brand's personality.
Brand Canvas
By the end of the process, you’ll have created a Brand Canvas that clearly lays out your vision right in front of you. You’ll experience that “aha” moment! This will provide the foundation, clarity, and a new dose of inspiration to turn your ideas into a proper brand.
260 Design Cards
The Design Cards Collection (Vol. 1 & Vol. 2) includes 270 design cards that help teams explore visual trends, define a brand’s look and feel, and enhance moodboards. Curated into 20 themes featuring works by modern designers, the cards inspire creative exploration and collaborative design thinking.
Style Characteristics Cards
Define your brand's style using the style characteristics cards. Each card gives you a design concept that's explained on the back of the card. Learn the design language, educate your client, and make your communications smoother.
Brand Archetype Cards
Explore the brand’s archetype or personality type through the brand archetype cards. Each card’s verso contains an explanation and real-life examples. Discover the types that best suit your brand. It will be much easier to define the brand’s tone of voice and style later on.
Tone of Voice Cards
Sculpt your brand’s tone of voice through these examples designed to help you shape your brand’s personality and speak to your audience. For each tone of voice, you'll find an example of a brand quote.
Personality Traits Cards
Your brand isn’t just a product or a service, it’s also a story of who you are and why you are. The pillars of every brand story are the principles that define a brand’s personality. These hand-picked personality cards will help you define your brand’s core principles.
“The Kit helped to keep the focus during the branding session. We are very happy.”
— Marta Klement, Art & Design Director at Hart Voor de Zak, Amsterdam 🇳🇱
Why choose this Branding Kit?
Frequently Asked Questions
This DIY branding kit will guide you through the inside-out brand strategy process. By the end, you’ll have created a Brand Canvas containing all the core components of your brand—from your mission and personality to your tone of voice and visual style. It becomes a solid brief for your designer, agency, collaborators, or internal team.
The kit is ideal for founders, creators, and teams looking to define or refine their brand. Whether you're building something new or aligning your team around a shared vision, this kit gives you the tools and structure to do it well.
Follow these 5 steps to crystallize your brand using the kit:
• Step 1: Start with the Workbook
Answer key questions to define your brand’s vision, authentic essence, positioning, and core message.
• Step 2: Define Your Tone of Voice
Use the 15 Tone of Voice cards to explore and choose how your brand communicates.
• Step 3: Shape Your Brand Personality
Pick traits from the 40 Brand Personality cards to bring your brand’s character to life.
• Step 4: Choose Your Visual Style
Browse 200 curated examples in the Style cards to set a clear, inspiring design direction.
• Step 5: Create Your Brand Canvas
Wrap it all up in a one-page Brand Canvas that captures your brand’s essence and brings clarity to your team.
Yes! 👉 Watch the preview here
It works both ways. The kit is fully self-guided and can be used solo. It also shines in workshops or collaborative team sessions—whether in person or remote.
Traditional briefs are often vague and full of paradoxes. This kit gives you structure, clarity, and creativity in one place. It’s an offline, tactile experience that makes the branding process more focused, visual, and fun.
Yes! It’s perfect for running brand strategy workshops with clients or teams. Want a step-by-step guide? Check out our how-to article: How to Run a Brand Strategy Workshop
The idea for the Branding Kit was born after working with clients world-wide for 20+ years now and after organizing the Brand Strategy workshops in various cities (London, Santiago de Chile, Barcelona, Paris, Casablanca, Beirut, etc.). I wanted to standardize the branding process I was using to help my clients uncover and define their whys, authentic points, target audience, positioning statement, and crystallize the next level for their brands. Instead of going down the tedious route of creating traditional brand briefs that are full of paradoxes and clichés (‘we want innovative yet trustworthy’; ‘young and dynamic;’ – who hasn’t been there, right?), this Kit enables you to try out a faster and more fun approach which speeds up the branding decision-making process – as well as rests your eyes from the screen time.
