Every memorable brand starts with a decision: who it’s for, what it stands for and what it will never do. Replace this paragraph with the opening of your article.

Start with positioning

Body copy goes here. Keep paragraphs short and let the ideas breathe. Use subheadings like this one to guide the reader through the story.

A pull quote can highlight the one idea you want readers to remember.

Continue with supporting detail, examples and lessons learned. Add images between sections to give the page rhythm.

Takeaways

• Decide before you design.
• Be specific about who you’re for.
• Let one idea lead everything else.