For brands approaching launch or in their first year.

You've been in business long enough to have a name, a product, maybe a following, but the story behind it still lives in your head, in half-finished Notes app drafts, in a different version every time someone asks, "So what's your brand about?" You built this on instinct, and instinct got you here. It won't get you much further without something written down.

The Prologue doesn't ask you to invent anything. It asks you to notice what you've already built and give it a spine — a documented story you can hand to a designer, a hire, a customer, without starting from scratch every time. By the end, you're left with a spine. Something to build from instead of improvising around. This is where a brand mythology begins, put finally into words instead of carried around in your head.

This Workbook Covers

• Brand Story: the real one, not the elevator pitch

• Belief System: what you actually stand for, named plainly

• Brand Promise: what a customer can count on, every time

• Brand Personality: who your brand is when it shows up in a room

• Brand Expression: how all of that translates into what people see, hear, and feel

Digital products such as guides and workbooks are non-refundable.