Powerful brand expression requires creative alignment and deep internal knowledge of what elements make up the rational and emotional benefits of a brands. As MArty Neumier says, "A brand is not what you want it to be, it is what your customers believe it to be in their hearts and minds." This deep excavation into the inner workings of a brands personal and value proposition are among my favorite things to do. Then once the Brands DNA is described, the excellent process of wrapping it in a visual language with core values, design priciples that express this dna, and signature elements that respect current design trends.
TrueBlue Brand Guidelines
Cascade Designs Brand Guidelines
Smartwool Brand Guidelines