CLIENT

Staples

ASSETS

Branding

Signage

Digital

Print

Walter Landor famously said: "Products are made in the factory, but brands are created in the mind."

It's true. Brand building basically boils down to crafting an experience, a feeling, a story for your customers. Establishing the rules and framework of a new brand or campaign is every bit as important as creating the brand itself.

Here are three guidelines I helped create — two focused on internal use for branding and campaigns and one outlining printing best practices for customers.