IntentionalRead the guide 
How premium brands stand out
Build a brand prospects want, whoever makes the work.
A brand system, beyond the style guide.The illustrated guide
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How premium brands stand out · From Intentional
You've changed agencies.You've changed key staff.Your brand still isn't cutting through.
A new agency or hire can change the work. But does your brand system give them a clear direction on which prospects to reach, what matters to them, and why they should care?
Brands we’ve built growth for
From the video
“For ten years the product ad often got the credit, so a lot of brands now make the same one.”
What changed besides the person making it?
- 01More content. More contributors. The brand still feels hard to distinguish.
- 02People can see what you sell. Is the reason to choose your brand as clear?
- 03A new person gets the visual guidelines. What do they get about your prospects and what matters to them?
Sometimes the agency really is the problem. But changing the people may leave the same question unanswered: why should a prospect want your brand?
Our view: a shared brand system should connect what your brand stands for with what matters to those prospects, and give every contributor that direction.
Inside the guide
What makes a brand worth choosing?
Explore how a brand system connects what you stand for with what matters to your prospects, and carries that direction into the work.
- Interest and preferenceWhy would someone want your brand?
- Strategy into workWhat gets lost between the strategy and the next brief?
- The next handoverWhat should the next agency know before it starts?
Plus a second test: three numbers from your own books to check whether new customers are getting harder to win.
Read the guide“Intentional's services are personal and tailored to our business. Our purchase intent, conversion rate and revenue have all grown. They communicate regularly and include us on the strategy.”
“As a brand that heroes intentional living, we love the intentional approach to our digital campaigns”
The illustrated guide
Build a brand prospects want.
Complete the form to start reading straight away. Explore how to give prospects a reason to prefer your brand, and your contributors a shared direction for expressing it.
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