Prior to this Guide, I had prepared a short handbookon Brand Strategy for a specic target audience andor a 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 better written.My interest is in business behaviour and the attributesof that behaviour in how a company, product or serviceacts and is perceived. I’ve often worked for clients indeveloping the nal designs that ultimately shape theerception the customer or target individual has of theclient rm. I’ve also seen all too often the disconnectbetween the parties involved that help shape the client’sidentity and the problems in how the client manages itsdesign.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 supporthe people involved in actually designing brands. isis not to say that designers can’t read eight hundredaged books on Managing Brand Equity, but thathere are some very simple elements of developing theattributes of business behaviour and that all designersshould understand their vital role in improving businessbehaviour.My hope is that I’ve been able to simplify the topicsinvolved enough and display them in a practical way thatakes it easier for most designers to recognize where inheir own work they can improve their contribution tohe client’s business. I’d also hope to give an introductiono the tools or subjects that could help designersimprove their own business and abilities to deliverdesign solutions.