Brand identity for business owners who've outgrown the brand they started with.

You have opinions. Your brand doesn't.

Somewhere between your first logo and your last price rise, the sharpest parts of you got softened out of your brand. DeBrand™ is Dee Woodward's framework for putting you back in, so a stranger can land on your page and know exactly who she's buying from and why.

Send me the workbook

pick your starting point

1

The Six Questions

Free

Best if you can feel the drift but can't name it yet.

Six questions that decide your brand identity. You answer them one at a time, with my answers sitting right next to yours. It takes about ten minutes, and you finish with one sentence: your brand identity, in your own words.

Send me the workbook
2

Decode Your Brand

£77 + VATone-off

Best if you want a brand direction you can use today.

The workbook, plus a month inside Deia, who decodes your brand with you in a single sitting.

  • Nine questions, answered in your own words. Voice notes are welcome.
  • Three complete brand directions, each with colours, fonts, mood and guidance.
  • Refine: push back on them and blend them until one direction feels true.
  • Your Story: how you actually sound, captured so you can use it to brief any tool.
  • Your PDF brand guide.

You walk away with a finished brand direction you can use straight away, and your Decode is yours to keep. If you join DeBrand during your Decode month, your £77 + VAT comes off your first payment.

7-day money-back guarantee.

See what's inside Ready now? DeBrand yourself today
3

DeBrand

£397 + VAT/month

Best if you want your whole brand built, with me making sure it stays yours every month.

The full method with me, plus Deia as brand support that's always there.

  • The full DeBrand framework, stage by stage. Each stage opens once you've locked the one before it.
  • Deia, always on. She checks your work before it goes out and answers the quick questions in between.
  • One review a month with me. Bring one specific problem and send it inside Deia as a voice note or in writing, with files attached if they help. I reply within two working days, usually sooner. A single review with me outside DeBrand costs £500 + VAT.
  • Every new tool as it's built.

A 90-day commitment to start, then monthly, or from £298 + VAT a month paid annually.

See how DeBrand works
Challenged me to think commercially.Name, with permission

I'm Dee.

Dee Woodward, founder of ByDeesign

Since 2010 I've been reading brand identities from conversations with business owners and turning them into design that connects who they are with what their customers see. I decode what's already true about you and make it visible, so the brand you end up with is entirely yours, with none of my taste layered on top.

A talented designer and a brilliant business consultant.Name, with permission

Deia is my AI brand strategist. She asks the same questions I ask every 1:1 client and keeps pushing back until each answer is unmistakably yours. She'll never design your logo or hand you a ready-made identity.

would a stranger landing on your page today know what your customers chose you for?

This is for you if

  • You're getting enquiries from the wrong people.
  • You've outgrown your brand and can't yet see what replaces it.
  • You make things in five different tools and none of it looks like one business.
  • You want someone who knows your brand to tell you honestly whether it's right.

This is not for you if

  • Your business hasn't found its feet yet.
  • You want an AI to generate your logo. Deia never will.
  • You want the whole brand finished by Friday. Each stage moves at the pace of your thinking.
  • You'd rather hear it looks great than hear what's actually wrong with it.

questions

Do I need design skills?

No. Every stage is guided.

Can I start with Decode Your Brand and move into DeBrand later?

Yes, straight from inside Deia. If you join DeBrand during your Decode month, your £77 + VAT comes off your first payment.

not sure where you fit?

Start with the six questions. It takes ten minutes, and you'll know which way in is yours.

Send me the workbook