Branding Comes First: Why I Wrote This Book as a UX/UI Designer

June 17, 2025
 · 
2 min read

It usually starts like this: "I need a logo." Then comes the website, a few brand colors, maybe a slogan. But the core of the brand? Still missing. As a UX/UI designer, I’ve seen this pattern too often — and that’s exactly why I wrote Branding Comes First.

What the book is really about

Branding Comes First: A Designer’s Perspective on Building Brands That Last is a practical, no-fluff book for founders, freelancers, and creators. It’s not a visual design manual. It’s not about personal branding. It’s about understanding the mental shortcuts, emotional triggers, and decision-making biases behind how people perceive brands — and how you can work with those, not against them.

Who it’s for

  • Founders who want to build a brand before paying for a website
  • Freelancers and small business owners
  • UX/UI designers and brand consultants
  • Marketers who sense when something’s off — but don’t know why

What you’ll find inside the Branding Comes First book

The book covers:

  • How fast thinking influences first impressions (System 1 / System 2)
  • What cognitive biases matter most when building a brand
  • How to connect aesthetics with strategy (not instead of it)
  • When to consider rebranding (and when it’s just panic)
  • Checklists and tools to audit your current brand and prepare for working with a designer

Why I wrote it

Because most people don’t need a logo first. They need clarity. And most designers don’t need prettier files. They need clients who know what they’re trying to say.

This book is not about theory. It’s based on the real work I’ve done with small brands, startups, and teams navigating the space between business needs and design decisions.

Where to find it

Branding Comes First is now available on Amazon as a Kindle eBook.

🛒 Get the book on Amazon →

Final thoughts

Design doesn’t fix bad strategy — it amplifies it. And branding isn’t decoration. It’s a decision-making system, an emotional signal, and a tool for trust.

If you’re about to build a brand, pause. Ask better questions. Then move forward with intention. Because branding comes first.

© Zofia Szuca 2024
Brand and product designer