‘Branding projects’ considers the different aspects of current branding practice—defining purpose, proposition, personality, and portfolio—using examples from businesses such as Ryanair, IKEA, and Procter & Gamble. Branding projects today tend to be fast and far more ‘customer-centric’, with the focus more on what the organization does than on how it looks or what it says. To improve the customer experience, colleagues and employees must be encouraged to change how they think, feel, and act. Branding projects need to change the culture. Design is a critical tool in every successful branding project, but the emphasis now is less on styling and much more on problem-solving.