Our client needed a persuasive website for her vacation rental in order to translate the views she was getting via sites like Homeaway and VRBO into bookings. She also wanted branded guest guidebooks waiting in the rental to "greet" new guests. The first step was sit down for a business goals and brand identity discovery session, to hear from the business owner herself just what her rental's brand was in her words. Brand identity discovery is when I guide the client through a series of brainstorming questions related to how customers perceive the brand, how she wants the brand perceived, what customer needs the product (including the brand experience) fulfill, and who exactly the customers are. From this information, I can create a brand style guide. This guide summarized the brand's identity cohesively in words first. Further into the guide are with specific colors and fonts to be used in marketing materials like the guidebook, and to inform website design, as well as the new logo!