A branding workbook I created and use with clients, built around a framework of my own: The Identity Echo. Most branding exercises stop at "define your values" — mission, colours, tone words picked in isolation.

The Identity Echo goes a step further and diagnoses the gap between how a client wants to come across and how their current brand is actually landing.

The workbook walks through common gaps with a consistent structure — what you said, what they're actually perceiving, what's driving the mismatch, and the fix.

For example: "Calm and steady" intended, "trying to be high-energy" perceived, because you're mimicking louder competitors — fix by dialling back exclamation marks and slowing your content cadence.

I use this with clients as a diagnostic tool before we touch tone of voice or copy, so the brand work that follows is fixing a real, named gap rather than guessing at one.