The Streamlined Guide to Branding is a 140-page workbook that translates professional branding methodology into a practical, step-by-step system for early-stage founders.

Developed from the same principles I use when creating brands for clients, it simplifies complex strategic concepts without sacrificing the thinking behind them.

Use Case: How Chloe is using the guide to build her boutique travel agency.

“I learned a lot, and very quickly, without having to do a long training period. And now I use it whenever I need it, to brainstorm on a particular subject, create a new campaign, review an aspect of my strategy... So it's a guide that accompanies me when I need it, that follows me in my daily life, and that's super precious!”

How the guide helped her create the photography direction and moodboard for her brand's photoshoot, for example:

How the guide helped Chloé create the photography direction and moodboard for her brand's photoshoot, for example:

From client work to published framework

As my client work evolved, I found myself answering the same strategic questions again and again—about positioning, audience, messaging, and identity. The Streamlined Guide to Branding grew from those conversations. Rather than creating another collection of branding tips, I wanted to develop a structured framework that founders could use to make thoughtful branding decisions independently. Today, many of the same principles continue to shape my consulting and design work.

Every product is named for the moment it is used, not for ingredients or marketing claims. This removes ambiguity at the point of purchase: Bonjour Cleanser — the morning reset, Bonsoir Cleanser — the evening ritual. This naming system functions as a brand asset: a structural device that creates consistency, clarity, and ease.

Inside the framework

Brand Strategy

Define a clear position in the market through positioning, audience definition, messaging, brand personality, and a compelling brand narrative.

Brand Strategy

Define a clear position in the market through positioning, audience definition, messaging, brand personality, and a compelling brand narrative.

Validation through ESSEC Incubator

Before launching the workbook publicly, I shared it with members of the ESSEC Incubator, one of France’s leading business incubators. The goal was to gather feedback from people closely aligned with my target audience: first-time founders with limited resources for branding and marketing.

These testers did, however, bring a distinctive perspective. As graduates of a leading European business school, they already had a strong foundation in business, marketing, and branding principles. Their overwhelmingly positive feedback, and genuine excitement about receiving The Streamlined Guide to Branding, was therefore especially encouraging. It suggested that the workbook addressed a real need for early-stage founders, including those with a solid understanding of business and brand strategy.

During a live feedback session, a professor specialising in start-ups and positioning also highlighted the workbook’s ability to make complex frameworks feel clear, practical, and easy to apply.

Reviews from buyers

I promoted the workbook through Pinterest, Instagram, and email via "the founder's vault": a community designed to meet first-time founders where they already were and act as a supportive, relatable companion throughout their journey.

Rather than positioning myself as an expert speaking down to an audience, I wanted the relationship to feel horizontal and collaborative. That principle shaped both the community’s brand personality and the tone of the workbook. Building the founder''' vault and The Streamlined Guide to Branding felt less like creating a conventional buyer–seller relationship, and more like creating a community of founders among whom I could share a genuinely useful branding framework.

That trust translated beyond the product itself: several workbook buyers later returned for one-to-one brand strategy sessions. Within a few months, the workbook reached more than 100 customers internationally and received consistently positive feedback.