A few years ago, when I was leading Research & Strategy for a digital transformation agency, one of the most valuable deliverables we created for our clients was the Brand Print—a compact, high-impact tool that distilled a brand’s essence onto a single page.
Why a single page? Because if a brand can’t clearly define itself without filler, it’s probably hiding behind complexity instead of demanding clarity.
The Brand Print wasn’t some dusty brand book no one read. It was a decision-making filter, a cultural compass, and a rallying cry—all in one. And it worked.
One of my favorite examples? The San Diego Zoo. They used their Brand Print as their guiding light for years, shaping everything from their messaging to their operational philosophy. That’s how they moved beyond being just a zoo and operated as a global leader in conservation and education.
This kind of clarity isn’t just for world-famous brands. Any business—freelance, creative, startup, non-profit, Fortune 500—can benefit from a Brand Print.
What Is a Brand Print?
A Brand Print is a structured, one-page articulation of a brand’s identity and purpose. It consists of five key pillars:
- Who We Are – A clear definition of your core identity.
- What We Are Trying to Achieve – The big-picture goals driving your brand.
- The Way We Do Things – The operating principles that shape how you deliver on your mission.
- How We Represent Ourselves – The aesthetic and messaging choices that create your brand identity.
- Who We Attract – A focused description of your target audience.
It’s not meant to be carved in stone for “always”, but it’s also not meant to change with every passing trend. It should stand firm until the marketplace truly demands evolution.
Why Is a Brand Print So Valuable?
Without a clear Brand Print, businesses tend to drift:
- Marketing becomes inconsistent—messaging feels scattered and reactive.
- Teams pull in different directions—no shared vision leads to inefficiency.
- Decision-making slows down—uncertainty creates hesitation.
A strong Brand Print eliminates this confusion by acting as a global filter for:
- Product development
- Partnerships and growth opportunities
- Internal culture and hiring
- Brand messaging and storytelling
Put simply: If a decision doesn’t align with the Brand Print, it’s a distraction.
Brand Print in Action: A Senior Care Platform
Imagine a startup launching a digital platform to help families navigate elder care. Here’s how their one-page Brand Print might look:
What We Are
- The most trusted and empathetic digital platform for caregivers.
- A secure hub for organizing and managing sensitive documents.
- A community offering reliable education and support.
What We Are Trying to Achieve
- Become the must-use tool for anyone caring for an aging loved one.
- Reduce fraud and identity abuse in the senior population.
- Make legal, financial, and medical processes easier for caregivers.
The Way We Do Things
- Provide a simple, intuitive experience that reduces stress.
- Speak in a friendly, human, and empathetic tone.
- Offer progressive workflows that guide users step by step.
How We Represent Ourselves
- Imagery reflects diverse family units—parents, children, grandparents.
- A color palette of calm, reassuring tones (soft blues, greens, neutrals).
- Clean, accessible design to ensure ease of use.
Who We Attract
- Adults over 35 who are suddenly responsible for caregiving.
- Seniors looking to proactively organize their affairs.
- Families overwhelmed by legal and logistical complexities.
Everything in this Brand Print serves a clear, strategic purpose—no fluff, no filler.
The San Diego Zoo
The San Diego Zoo didn’t just define itself as a zoo—it’s a globally recognized conservation movement. Here’s a glimpse of how their Brand Print looked:
What We Are
- A global leader in conservation, education, and wildlife care.
- A place where people connect emotionally with animals and nature.
What We Are Trying to Achieve
- Inspire people to take action to protect wildlife.
- Lead conservation efforts that have a lasting global impact.
The Way We Do Things
- Create immersive, engaging experiences that foster curiosity.
- Operate with the highest standards of animal care and welfare.
How We Represent Ourselves
- Our color palette is bright, vibrant, tropical, technicolor: green, blue, purple, pink, and crimson. Our icons are the “animal classics”. Guests form relationships and bond with with the Zoo stars and personalities.
- Messaging balances inspiration with education—less “look at this animal,” more “here’s how you can help protect them.”
Who We Attract
- Multi-generational families and younger children. Mothers with kids in strollers, seniors, educators, and wildlife enthusiasts.
- People who care about conservation and want to make a difference.
This clarity shaped everything—from marketing campaigns to exhibit design to partnerships with global conservation groups. That’s the power of a Brand Print.
Why Your Brand Needs One
If your brand isn’t clearly defined in one page, you’re leaving room for confusion.
- If you’re building a new brand: A Brand Print gives you a foundation to scale with clarity.
- If you’re rebranding or pivoting: It ensures you don’t lose what makes you you.
- If your team is misaligned: It gets everyone on the same page—fast.
Brands that lack clarity get lost. The ones that win have a strong, defined Brand Print guiding them every step of the way.
Your Brand Print Challenge
If your brand were a song, would people recognize it in the first few notes?
Or would it get lost in the noise?
Take the time to define your Brand Print. It might just be the difference between being another forgettable player—or becoming the brand your customers would miss if you suddenly weren’t around.
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