Most organisations can commission a great brand. Few can operationalise one.
Making brands work everywhere they’re used, in every office, every template and every document produced under deadline.
The Brand System Pulse is twelve questions and takes about four minutes.
Every document a client receives is evidence for or against your firm.
There is nothing to try before buying professional services, so pitches, proposals and decks stand in for the work. With AI tools now producing much of that material, consistency decides whether it builds the firm’s reputation or wears it down.
of the people receiving your material today are not buying. What they see now is what they remember when they are.
Ehrenberg-Bass Institute, the 95-5 ruleWhere to start
What’s involved
- First conversation, 30 minutes, free
- Brand System Pulse, 4 minutes online, free
- Diagnostic, 60 minutes, report within 24 hours
- Audit, 10 days inside your systems, with a costed roadmap
Who it’s for
Marketing directors, COOs and in-house leads who know something is wrong and want it named.
How to start
Most firms begin with a first conversation or the Pulse.
What’s involved
- Competitor and distinctiveness review
- Rules written where the guidelines are silent
- Visual language extended
- Identity refined, or a new one
Who it’s for
Firms whose brand is hard to tell apart from competitors, or has outgrown its guidelines.
Every piece ships as rules, tokens and files that people and AI tools can follow.
How to start
Book a first conversation. Sharpen usually opens with the competitor review.
What’s involved
- Design systems in Claude
- Templates for documents, decks and social
- Agent‑ready brand identity across Office, Figma and the DAM
- Pitch and bid document systems
- Handover and training with every build
Who it’s for
Teams whose AI tools and templates keep producing off‑brand work: marketing, MBD operations, digital, and bids.
Platform advice across Bynder, Templafy, Canva and Ceros. Any partner arrangement is declared.
How to start
A diagnostic first, then a fixed scope and price.
What’s involved
- Quarterly review of rules, skills and templates
- Tests rerun as the tools change
- Monthly ownership and adoption monitoring
- Ongoing training
Who it’s for
Firms with a system that is drifting, or a new build to keep right.
How to start
Added to any build, or booked on its own after a first conversation.
What’s involved
- A single session or a three‑session programme
- Worked on your own brand assets
- Written follow‑up on what to fix first
Who it’s for
In-house design and marketing teams using AI tools for client-facing work.
See where your brand system stands.
Twelve questions on whether your brand still holds now that AI produces most of your client-facing material. Free, with your reading as soon as you finish.
Who it’s for
Firms with heavy document and pitch output, offices producing their own work, and small marketing teams against the number of people producing branded material.
- Legal
- Professional services
- Financial services
- Insurance
- Private markets
Usually with marketing, operations, in-house creative, MBD operations, digital, or bids and pitch teams.
Michael Dunn
Michael Dunn founded MYKD after 14 years at Norton Rose Fulbright, most recently as Global Design Director across more than 50 offices. He designs and builds each system himself.
Get in touch
A first conversation is free and takes 30 minutes.
- Emailmichael@mykd.co.uk
- Phone07568 651 698
New to this? Brand systems explained is a free guide.