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DIY Brand Strategy Guide | Shadow

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Your entire brand, encapsulated. I just love this. A complete brand strategy guide packed full of everything you need to define and chisel your brand and nail down your strategy. And the best part? You can do it all in an afternoon. I've laid everything out for you in this gorgeous 58-page guidebook. This guide works with any and all of the brand archetypes.

Fully editable in the free desktop version of Canva. Just swap out the text and images with your own. When you're through customizing it, export as a PDF. Just like that, you've got your own complete brand strategy guide. You can upload it to your website to share, print it, or keep it to yourself.

√ 58 template pages (11" x 8.5")
√ Similar to the book provided to my high-end clients
√ Add, remove, or rearrange pages to suit your style



  • Purpose
  • Vision
  • Mission
  • Core values

  • Brand persona
  • Archetypal drivers
  • Brand attributes

Templates to fill in your:
  • Mood board
  • Color palette template + shades
  • Primary typeface
  • Secondary typeface
  • Accent typeface
  • Demo logo
  • Demo logo submark

  • Right people, defined
  • ICA traits
  • ICA demographics
  • ICA psychographics
  • 3 ICA profile templates

  • Description
  • Clarification
  • Brand tone
  • Brand tone chart
  • Brand messaging theme template

Templates for: 
  • Branding strategies
  • Marketing strategies
  • Notes & thoughts
  • Resources

+ Next steps

1. After your purchase, you will receive a PDF file with a direct link to the master template.
2. If you haven't done so yet, create a Canva account. (It's free).
3. Replace the content with your own images, graphics, colors, and fonts.
4. Export a ready to use png, jpeg, or PDF file. 

Due to licensing restrictions photos are not included. Canva offers thousands of image and font choices to choose from. Several of the pages have professional copy written by me that you can use in your own forms. 

You will get a PDF (168KB) file

Customer Reviews

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Verified Buyer

9 months ago

super valuable asset, thank you :)

the Archetype workbook is a great help in putting all the things I already know about my brand, in one coherent and clear place, so that the identity of my business is all clear and organized in one book .


Verified Buyer

1 year ago

Everything You Need

The perfect guide to creating a fully-functional brand guidebook. Easy to customize if you use Canva, with every detail any branding expert recommends. The document is printable, of course, which is perfect for my preferences. I hate moodboards but am looking forward to filling out my Brand Strategy Guide.