What’s included in a Brand Document

(And an example further down…)

Each Brand Document has a slightly different format depending on what a company already has in place, any particular challenges it needs to address, and how the document will be used internally.

  • 150-200 words that dive into the world of our buyer - their wants and wishes, and how we fulfil them.

  • What does the Brand do.

  • What the company expects from its team, but also what customers can expect from their experience with the company.

  • And doesn’t stand for.

  • Why we go to work everyday.

  • What the world looks like if we get our purpose right.

However the Brand Document is formatted, it includes:

Example

I’ve produced Brand Documents for a number of hotels, properties and products. Below is a snapshot of my brand work for Mamula Island.

Challenge

Mamula Island’s transformation into a contemporary lifestyle hotel and touristic landmark for the entire region presented significant challenges, not least acknowledging and preserving the cultural and historical heritage and sentiment of the Island's past. A past which includes a darker chapter when the Island served as a prison under Mussolini's Italian fascist regime during World War II.

Work

I had to create a verbal identity that was aspirational and luxurious but still grounded and respectful. My Brand Document gave Mamula Island the guardrails with which it could then create sales materials, hotel experiences and guest materials. 

Awards
Mamula Island featured in Condé Nast Traveler’s ‘Best New Hotels in the World 2024’ list and won Best Hotel Suite at the AHEAD Awards.