Prior to this Guide, I prepared a short handbook onBrand Strategy for a specic target audience and fora specic problem. Called ‘e Good Fun Guide toBrand Strategy’ it served its intended purpose by beingbadly written and well illustrated. However, in spite of his, many others who also read it suggested that it wasa good document and one worth extending. ougherhaps being written better.My interest is in business behaviour and thecontributions of that behaviour to how a company,roduct or service acts and is perceived. I’ve oftenworked for clients in developing the nal designs thatltimately shape how the customer or target individualerceives the client rm. I’ve also seen all too often thedisconnect between the involved parties that help shapehe client’s identity and the problems in how the clientanages its design.In writing this Guide I’ve tried to outline the basicelements to the process of design and developmentof brand strategy in a way that would best support theeople involved in actually designing brands. is isot to say that designers can’t read eight hundred pagebooks on Managing Brand Equity; but there are some very simple elements of developing the attributes of business behaviour, and all designers should understandheir vital role in improving business behaviour.My hope is that I’ve been able to simplify the topicsinvolved and display them in a practical way that makesit easier for most designers to recognize where in theirown work they can improve their contribution to theclient’s business. I also hope to give an introduction tohe topics and tools that could help designers improveheir own business and abilities to deliver designsolutions.