brand-and-design-systemlisted

# Brand and Design System ## Overview Brand work that starts with a logo produces a logo. Brand work that starts with positioning produces a system that survives contact with real marketing. The order is **positioning → verbal identity → visual foundations → components → documentation**, and skipping to visuals is why so many rebrands look nice and change nothing. For UX/UI studio work, the same sequence applies with the added constraint that every decision must survive implementation — a design system that developers cannot build is a mood board. ## When to Use - Building or refreshing a brand identity - Creating a design system or component library - UX/UI design for a product or site - Design output is inconsistent across channels - Preparing developer handoff Don't use for: website production (use `web-build-delivery`) or conversion page structure (use `landing-page-and-funnel-build`). ## Positioning First Answer these before any visual decision. Each answer must be specific enough that a competitor could not copy-paste it. | Question | Test | |---|---| | Who is this for, specifically? | Names a segment, excludes others | | What do they currently believe? | Sourced from real customer language | | What do we want them to believe? | One sentence | | What makes that credible? | Evidence, not assertion | | Who are we explicitly not for? | Non-empty | | What is the one word we want to own? | A single word | **Completion criterion:** the "not for" row is filled and th