Can a doughnut and a jigsaw untangle your brand?

Brands are built on emotion, the connection between a business and its audience. The Brand Doughnut is the framework I use to understand that connection and turn it into a clear, compelling brand.

Find your jam

Why a doughnut? Because I ask questions in a specific order, starting with the vision at the top and ending with the final answer, the jam in the centre, that holds everything together.

I’ve used this framework for more than twenty years, helping start-ups find investment, guiding national charities through rebrands, defining market positions for homeware brands and aligning global networks of law firms. It works, and it can work for you too.

See the full picture

A brand is more than a logo. To build one that lasts, you need to bring together every element, name, messaging, colour, typeface and imagery, and apply them consistently across every channel.

My jigsaw model shows how it all fits together through three phases: Insight (understand your audience and competition). Story (define what you do and why it matters). Engage (shape how your brand looks and sounds).