Monthly brand membership with Dee Woodward, for business owners who've outgrown the brand they started with.
DeBrand™ is my monthly brand membership. You decode who you are and why your best clients choose you, then build a brand identity that holds on to it however fast you grow. Deia, my AI brand strategist, checks your work every day, and once a month you bring me the topic that matters most.
Join DeBrand£397/month + VAT · 90-day commitment, billed monthly
Not ready? Start with Decode Your Brand, £77 + VAT
It felt genuinely personal, tailored to me and my business, not GPT generic.Tamsen Garrie-Frith, Business Strategist & Culture Specialist
images/deia-phone.webp
The algorithm wants more, and someone else is always about to ship the idea you've been sitting on, so you dive in before you're ready. You open Canva, ask ChatGPT for a caption, approve a flyer on your phone between clients and brief a freelancer in a two-line WhatsApp. Every tool you touch makes things faster, and none of them has the faintest idea who you are.
Each time you choose speed over consistency, your brand slips a little. One slip is fine, but they add up into drift, until one day you can't say what your brand looks like anymore or whether yesterday's post looks anything like last week's. You get swept up following trends and lose sight of what you wanted to be known for.
Meanwhile, strangers are deciding what you're worth. They do it in under a second, in rooms you're never in, and a drifting brand tells them a lower number than your work deserves.
When your brand loses itself, the right clients stop seeing themselves in it.
Every tool will happily direct your brand if nobody else does. None of them knows who you are, so the work drifts toward the same look as everyone else's. What keeps it yours is a decoded brand identity and the confidence to direct from it.
Inside DeBrand you decode your brand with Deia, then lead ChatGPT, Claude, Canva or whatever launches next month from that identity. You make the call, and when you're unsure, you bring the work to me and Deia.
Big brands have a brand manager who says "not that one" before anything goes live. A growing business can't justify the salary, so the job lands on you, usually at 11pm. DeBrand is how you do it well.
Your brand sets the standard, and every tool works to it.
Your Decode is ready on day one and you can use it straight away. From there your brand is built the way I build it with private clients, one stage at a time. Each new stage opens once you've locked the one before it, so you're always building on something finished.
Nobody gets rushed through. A direction needs living with before you build on it, and a logo designed around an unfinished strategy is how brands end up looking like everyone else in their category. If life gets busy, your next stage waits for you.
It was really helpful to work in my own time, taking time to think where needed, rather than feeling the pressure of a designer needing a response in the moment.Sue Revell
where you start
Answer nine questions in your own words, by voice note at 3am if that's when you think best. Deia builds three complete brand directions, then you push back and blend them with her until one feels true.
You walk away with: a finished brand direction and PDF brand guide, kept permanently on your Results page.
opens once your Decode is locked
Your Decode grows into a signature style and voice with the Signature Style Designer. You learn to direct design tools from it: what to ask for, what to reject, and how to tell when a result is on-brand. Use any tool you like and bring what it makes for review. Deia never generates a logo with AI, and she helps you get a mark that fits.
You walk away with: a signature style, and the skill to direct any tool with it.
opens once your Design is locked
Your brand goes out into the world and Deia becomes your brand manager, checking your work before it goes out and answering the quick calls. New tools unlock the longer you stay.
You walk away with: a brand people recognise before they see your name.
When the business shifts, with a price rise or a new audience, you go back round and decide which parts of your brand come with you. Your Decode stays on file, so each round builds on the last one. Your brand was never meant to stay still.
I'm on question 6 and I'm just voice noting away for each of them and the responses I'm getting?! I didn't even know most of this was in here!! Like in me!Deia member, during their first Decode
I loved what Deia came back with. It felt genuinely tailored, not like a generic output you could have got anywhere.Sally Evans, Artist and Creativity Guide
Decode, Design and Direct, then Decode again whenever the business grows.
Bring one topic a month to your private room inside Deia. It might be work from any tool, a decision you're stuck on or a direction you're unsure of. We talk it through back and forth until you've got your answer. I reply within two working days, usually sooner. Your session is there to use any time in the month, and a fresh one opens at the start of the next.
Stuck at midnight, or need feedback before you hit publish? Deia is trained on my whole framework. She checks your work before it goes out and answers the quick calls in between.
Short recordings on how to design with ChatGPT, Claude and other tools, with your decoded identity leading and AI supporting.
A visual tool to map your brand's content across the channels you use.
Members get each one the day it ships.
One Decode session gives you three creative directions and a complete strategic identity guide.
Example Decode output, illustrative, not a live session
Direction 1
#D4704C#8B9C7A#F4EDE1#3D3936Cormorant Garamond Bold · Crimson Text Regular
Direction 2
#1C2826#F2F3F5#7D8287#FF6B6BSpace Grotesk Bold · Inter Regular
Direction 3
#3E5641#8B4049#F2EBE1#C8A882Playfair Display Bold · Lora Regular
You've built real expertise, the kind most people in your field spend a decade chasing. But your visual identity still speaks the softened, approachable language of someone just starting out. That mismatch is quietly capping what people expect to pay you. Wanting warmth and authority together is a sign of sophistication.
Plus: Brand Foundation, two more complete directions, "what to avoid," and in-practice guidance tailored to how you actually show up. More than 2,000 words in total.
Between our sessions, Deia does the job.
A brand manager knows your brand inside out and keeps it on track while you get on with running your business. In Direct, Deia takes on that job:
She checks your work before it goes out. Show her anything you've made, anywhere, and she'll tell you whether it's on-brand and what to change.
She answers the quick calls. "Does this caption sound like me?" "Can I use this colour here?"
She briefs your people and your tools. Keep using Canva, ChatGPT, Lovart or whatever launches next month. Deia hands your brand to the people and tools you work with in a form they can follow, and checks what comes back.
She plans your launches. Each new offer gets its own run through the framework, so your brand grows without drifting.
She keeps an eye on how you're landing. She checks in regularly on what your brand is saying to strangers, compared with where you started.
New tools unlock the longer you're a member. She's built for your phone, since that's where you actually need a brand manager: thumb hovering over publish, or standing at the print shop counter.
The tools will keep changing. Your brand shouldn't.
Deia also answers questions when you're up at 3am with that burning thought.Gary Blackman
I built this after watching the same thing happen, over and over.
A founder invests in her brand. She goes through the process and walks away with her assets and a guidelines document sitting neatly on her desk, and she feels good about it. Then she goes back to running her business, which means shipping fast and making a hundred small decisions a day that nobody told her were brand decisions.
Six months later her brand has drifted, and a year after that she barely recognises what she built. By then she's talking about rebranding, which really means starting over, since nobody planned for what happens after the brand launch.
Every private client I work with goes through the DeBrand framework, and it's the process behind brands like Padel Barn and Nomi. Here's what one founder sent me after we worked through it together:
It's become a £100k business in the last two weeks. I'm really proud of it, really proud of the branding.Sian Douglas, private client
DeBrand runs that same framework, with me alongside you every month and Deia there every day in between. You're never waiting on a designer's diary or finding a rebrand budget every time your business takes its next step. You show up as yourself, give what you know generously, and your brand makes sure the people you can help recognise you when they find you.
Every business decision you make is a brand decision. DeBrand makes sure you're making them from the right foundation.
Dee, Founder of ByDeesign and DeBrand
This works best for founders with a business that's already running and selling, and a brand that hasn't kept pace.
A full brand project with me starts at £20,000 + VAT, with a timeline to match. A one-hour brand review with me is £500 + VAT on its own.
Inside DeBrand you get a review session with me every month and Deia every day in between, all built on the same framework I use with private clients, for £397 + VAT a month.
Your first 90 days are billed as three monthly payments of £397 + VAT. After that you can stay monthly or switch to quarterly at £1,097 + VAT. Annual is £3,576 + VAT, which works out at £298 + VAT a month.
DeBrand is a 90-day commitment from both of us. My time goes into your sessions from the first month, so membership payments aren't refunded. After 90 days you can cancel any time, and I won't chase you.
It's become a £100k business in the last two weeks.Sian Douglas, private client
The Six Questions workbook, plus a month in Deia to run your Decode in a single sitting. Your Decode and PDF brand guide are yours to keep. Join DeBrand during your Decode month and your £77 + VAT comes off your first payment. 7-day money-back guarantee.
It's the same strategy process I run with private clients, in conversation, with Deia reading every answer and pushing back when something doesn't add up.
No. Every stage is guided, and Deia explains her reasoning as she goes, so you understand your brand as well as own it.
No. Use any tool you like. Deia and I are where you bring the result for review.
No. You'll learn to direct it, which is why your brand stays yours.
Bring it. In Design, Deia checks it against your locked direction and tells you honestly whether it fits. She never generates logos with AI, and if yours isn't right she helps you get a mark that fits your brand, drawn properly.
Any of them. Deia gives you your brand in a form ChatGPT, Canva, Lovart or any site builder can work from, and checks what comes back.
Deia is trained only on the DeBrand framework and asks the questions you didn't know needed answering. Claude is a brilliant general tool, and founders who get the most from it use both, with Deia setting the brand and keeping Claude on it.
You bring one topic a month to your private room inside Deia, and we talk it through back and forth until you've got your answer. I reply within two working days, usually sooner.
Sessions don't roll over. A fresh one opens every month, so bring your topic whenever it comes up and use it while it's live.
Say so. Refine exists for exactly that, and "Not quite right?" retargets the directions entirely. Your originals are never overwritten.
Yes, from inside Deia. Join during your Decode month and your £77 + VAT comes off your first payment.
It carries on monthly unless you cancel, or you can switch to quarterly at £1,097 + VAT or annual at £3,576 + VAT.
Any time after your first 90 days, with no awkward conversation. [How: inside Deia / billing portal]
Decode Your Brand has a 7-day money-back guarantee. DeBrand is a 90-day commitment, and my time goes into your sessions from the first month, so membership payments aren't refunded.
The founders who build brands that last are the ones who keep checking in, and who treat their brand as a living thing that needs attention at every growth stage.
You'll have me and Deia to check in with, for the moment you're about to hit publish and need someone who knows your brand to tell you honestly whether it's right.
Your brand was never meant to stay still. Neither were you.
Join DeBrand£397/month + VAT · 90-day commitment