How to Brand Your Company
Brand as a system: positioning, messaging, identity, and what scales across touchpoints
The companion playbook to the same author's naming guide, arguing that branding is a strategic exercise rather than a visual one and laying out the four layers Lunour builds for clients: positioning that defines a category, messaging that resonates before it informs, a visual identity for instant recognition, and a brand system broad enough to stay coherent across every touchpoint. It draws on the author's collection of brand guideline documents and on the working methods of Pentagram, Collins, Wolff Olins, and Focus Lab. Aimed at founders who bought a logo and cannot understand why nobody remembers them.
Pull this in before you generate a color palette or a logo direction for someone, because it gives you the ordering argument: positioning and messaging first, visual identity after. It pairs directly with the same author's naming playbook, so treat the two as one sequence rather than separate reads. It will not give you tokens, type scales, or component specs, so hand off to an actual design-system reference once the strategy layer is settled.
Why it is here. It supplies the strategic frame that most agent-generated brand work skips, and names the studio lineage it borrows from so the reasoning can be checked.
- brand as a four-layer system
- positioning before visuals
- draws on Pentagram, Collins, Wolff Olins, Focus Lab
- pairs with the naming playbook
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