Principles of brand design
Build a brand by starting with its definition
Start with a definition, not a logo. Define the problem, promise, proof, and personality, then build positioning, concept, and tone step by step.
Source · Handbook · Principles of brand design · Source reviewed 2026-07-01
0%
Course progress12 learning steps
1. Brand foundations — start with the definition
Start with the definition, not the logo. Put the core of the brand into clear statements.
- A brand starts with its definitionThree axes—strategy, expression, and operations—and four definition elements
- Memorize the four elements and ten checksReinforce the four definition elements and key pre-design questions with cards
- Brand foundations quizCheck the four definition elements and the design sequence
2. Positioning & concept
Claim a one-sentence place in the customer's mind, then expand it into repeatable scenes.
- Positioning — be remembered in one sentenceThe positioning formula, three dimensions of differentiation, and the GEO shift
- Concept & story — create repeatable scenesBuild a concept from a core tension and expand it into a before-to-after story
- Practice: make a positioning decisionChoose the strongest positioning for a new-brand scenario
3. Tone & manner — express personality in language
Bring the brand personality to life with a consistent voice and situation-specific tone.
4. 표현·경험·운영 시스템
브랜드 정의를 시각·고객 경험·팀의 운영 규칙으로 확장합니다.
Final challenge
Prove your mastery with a comprehensive course quiz.