Ly's brand builder system
Ly in glasses and a rust shirt, smiling, holding a cup of coffee
Why you exist · Who you're for · How you sound · Why you're different

Ly's brand
builder
system

Where curiosity meets creation

20 years of building brands, packed into one free system. For small business owners who want to elevate their brand, and anyone building a personal brand who wants to start in the right direction.

Get the free workbookTry Ly's Brand Builder Studio
A free brand system by Ly Viet Vu
Refined over 20 years · Vancouver · Kyoto · Ho Chi Minh City
Brands I built withSee all 123 →
UnileverPepsiNestléSamsungSonyHSBCJohnnie WalkerL'OréalFordAbbottHuggiesDiageoVietnam AirlinesVietjet AirVinFastElectroluxAmwayAEON MallASUSUnileverPepsiNestléSamsungSonyHSBCJohnnie WalkerL'OréalFordAbbottHuggiesDiageoVietnam AirlinesVietjet AirVinFastElectroluxAmwayAEON MallASUSUnileverPepsiNestléSamsungSonyHSBCJohnnie WalkerL'OréalFordAbbottHuggiesDiageoVietnam AirlinesVietjet AirVinFastElectroluxAmwayAEON MallASUS
GrabRolexKFCFE CreditHome CreditTechcombankGSKKinh DoLiptonKnorrPond'sSunsilkJohnson & JohnsonVinhomesNovalandPNJStingAquafina7UPShellGrabRolexKFCFE CreditHome CreditTechcombankGSKKinh DoLiptonKnorrPond'sSunsilkJohnson & JohnsonVinhomesNovalandPNJStingAquafina7UPShellGrabRolexKFCFE CreditHome CreditTechcombankGSKKinh DoLiptonKnorrPond'sSunsilkJohnson & JohnsonVinhomesNovalandPNJStingAquafina7UPShell
A free brand system · 2026

the film facts.

Genre
Brand building, for small businesses and personal brands
Running time
8 steps, about 60 minutes
You leave with
Why you exist, who you're for, how you sound, and why you're different
Directed by
Ly Viet Vu, former CEO, Wunderman Thompson Vietnam
Refined in
Vancouver · Kyoto · Ho Chi Minh City, over 20 years
Starring
You
Get the free workbookSee the 8 steps
Watch it work · Mai Coffee, Saigon

watch a brand
get built.

Mai runs a tiny coffee shop in District 3. Scroll through her 8 scenes and watch her brand come together, one answer at a time.

  1. 01

    purpose

    "To give a small, kind moment every day for people who look after everyone else."

  2. 02

    audience

    The Night-Shift Hero: a nurse on 12-hour shifts. "I am always looking after other people, and nobody looks after me."

  3. 03

    character

    The caregiver, with a touch of the jester. Kind first, with a sense of humour.

  4. 04

    voice & tone

    Warm, but not sugary. Funny, but not silly. Simple, but not boring.

  5. 05

    more like / not like

    More like a favourite aunt's kitchen. Not like a chain coffee shop.

  6. 06

    positioning

    The only café on the street open at 5:30 a.m. for the hospital shift change.

  7. 07

    point of view

    "We believe the people who look after everyone else deserve to be looked after too."

  8. 08

    name & line

    "Mai Coffee. We saved you a seat."

Scene00of 08
scene 03 casts the lead
"The people who look after everyone else deserve to be looked after too."Our point of view
Open 5:30 a.m.
Starring the Night-Shift Hero
mai coffee
To give a small, kind moment every day.We saved you a seat.
A caregiver with a touch of jester · Sounds warm, funny, simple
More like a favourite aunt's kitchen
Mai Coffee logo: a winking cup with heart-shaped steam
What the 8 scenes unlockA brief anyone can follow

Her logo is just one result. The same answers brief her designer, her marketing manager, her business coach, even her bank or an investor. Anyone helping her grow.

Make yours in Ly's Brand Builder Studio →
Mai Coffee logo: a winking cup with heart-shaped steam
What the 8 scenes unlockA brief anyone can follow

Her logo is just one result. The same answers brief her designer, her marketing manager, her business coach, even her bank or an investor. Anyone helping her grow.

Make yours in Ly's Brand Builder Studio →
Use it. It's free.

start here.
it's all free.

Comment BRAND story poster
Free

the workbook

The 8-step workbook I used with every client.

Get it below →
 Ly's Brand Builder Studio: scene icons, a question card and a live brand poster▶ Interactive · 8 scenes
Free

Ly's brand builder studio

Work through the steps on screen. Leave with your Blueprint.

Open Ly's Brand Builder Studio →
 What business are you really in poster
Free

the posts

One brand idea a week, with real examples.

Follow @lyvietvu →
Ly on a phone call, smiling
Feeling lost? Talk to me

want me to coach you through it?

Some people like a guide. We do it together, one to one, and think out loud.

  1. We talk first. 15 minutes to hear about your business or your personal brand and where you feel stuck.
  2. We work through the 8 steps. One 90-minute session, on screen or in person. You answer, I push, we write it down.
  3. You leave with your Blueprint. A one-page brand guide you can hand to any designer, editor or team.
Email letstalk@lyvietvu.comInstagram @lyvietvu
Free · 10 pages · print it or type into it

get the
workbook.

Or comment BRAND on any of my Instagram posts and I will send it to you. Questions? Email letstalk@lyvietvu.com.

Ly teaching at a workshop wall covered in notes