Meet the Authors
Steven Skyles-Mulligan
Executive Director, Evoke Strategies Ltd.
Steven has been playing with words all his life. Putting that fascination to use, he has helped numerous organizations and professionals develop and tell their brand stories. His side interests are history (especially 16c and 17c Europe), kayaking and attempting rapprochement with his somewhat standoffish cat.
Darcy Ann Flanders
Founder and Chief Brand Strategist, BaselineGroupNY
Darcy has spent nearly four decades helping organizations build impactful and engaging visual brand identities. She is a recipient of WBENC’s 2025 WBE Star Award, recognizing her visionary leadership and acumen in building an enduring business, her ability to guide teams as they provide strategic solutions to complex corporate needs, and her dedication to inspiring and mentoring other women entrepreneurs. Darcy is passionate about photography, loves all things beach, and enjoys taking long walks with her pups, both of whom are rescues.
Table of Contents
Foreword
Introduction
Perspective and Purpose
1. Understand the Essentials
Know What Brand Is – and Is Not
2. Build it So They Will Come
Brand Dynamics
3. Unlock Your Purpose
Find the Right Words
4. Picture It
Get the Visual Fundamentals Right
5. Make it Engaging
Create Essential Copy and Content
6. Lay the Cornerstone
Build Your Website Properly
7. Assemble Your Arsenal
Stick to the Essentials
8. Draw a Map
Maintain Integrity with Branding Guidelines
9. Use the Tools
Leverage Technology Wisely
10. Keep it Fresh
Avoid Getting Stale