The Brand Workbook

A free brand positioning workbook for founders and small business owners who want to get it right from the start.

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Many businesses jump straight to design. A logo gets made, a website goes live, and somewhere along the way it becomes clear that something isn't quite working — but it's hard to say what, or why.

The missing piece is almost always strategy.

This PDF workbook takes you through the same discovery process we use with every client at No. 23 — from brand story and values through to audience, competition, and creative direction. Work through it and you'll come away with a clear, considered brand framework that informs every decision you make going forward.

  • You’ll find a complete guide to building the strategic foundation of your brand. Sections covered are:

    Brand DNA
    Your story, structure, and origin

    Values & Vision
    Your purpose, mission, and differentiators

    Personality & Tone
    How your brand speaks and feels

    Competition
    Where you sit and where the gaps are

    Audience
    Who you're really talking to

    Design Direction
    A starting point for your visual identity

  • Either. The Brand Workbook is an interactive PDF that can be filled in digitally (via Adobe Acrobat). Alternatively, you can print it out and complete each section manually.

  • Simply complete your details and we’ll send you a PDF copy.

  • Yes! The Brand Workbook is the foundation document of our Brand Discovery process. While it is comprehensive, some of the answers provoke discussion points that are best led and resolved by a brand expert. Working with us to complete the Brand Workbook and discovery process ensures we gain the insights we need to thoroughly audit and understand your business, designing a solution that best fits your brand.

Get your free copy

Simply complete your details to access a PDF copy of this comprehensive free resource.