Brand Development

Brand Development

1. Table of Contents

   • Introduction
     • Anatomy Of A Brand
       • This will set the terms of how a strategic brand works and how each element fits together. A brand is separated into two overarching sections. Brand Strategy, Brand Expression.
       • Brand Strategy
         • Brand Strategy is made of two sections: - Internal Brand: Defines what you are as a brand - the substance of your brand. (Excluding the commercial benefit.) - Positioning Strategy: Defines what you want to mean to your audience, and what you want them to remember about your brand.
         • Internal Brand
           • Defines what you are as a brand. Your brands DNA. It's substance. The internal human characteristics.
           • Puropse
             • The reason your brand exists (outside of money).
           • Vision
             • The brands aspirations - Where will the brand go from here?
           • Mission
             • Commitments the brand makes to achieve its vision for the future.
           • Values
             • What the brand holds dear. The way the brand behaves and does business.
         • Positioning Strategy
           • The strategy itself is where your  audience, competition, and differentiator all come together - define the position that you'll take in the marketplace.
           • Audience
             • Who you want your brand to appeal to. (Go into fine detail: fears, beliefs, behaviors)
           • Competitors
             • The options that the audience has in the marketplace aside from you. (Look here to fill gaps in the marketplace.)
           • Difference
             • What makes you different to other options in the marketplace. The key product of your positioning.
       • Brand Expression
         • Character
           • The way you make human connections. The brands voice - critical in making those connections.
           • Personality
           • Brand Voice
         • Verbal Expression
           • Makes up what you want to say - but the structure of what and how you want to say it is key.
           • Name, Tagline, Promise
             • Part of your communication that stems directly from the position of the brand.
           • Core Message
             • The framework broken down into smaller key messages that allows you to deliver the right message at the right time.
           • Story Telling
             • Like the core message, (not delivering the message as a whole) it's broken down into a framework of micro stories (adopted from modern digital channel and platforms) that allow you to deliver the right piece at the right time.
         • Visual Expression
           • How you appear to your audience and is an opportunity for you to make a visual impact. (Look and feel of how your brand comes across and your visual identity and the way you want to express that.)
           • Visual Identity
             • A collection of visual elements (logo, colors, typography, and image style) working together to produce your brand identity system.
           • Presence
             • Your physical/digital presence is the visual expression of your brand. (website, social media, print, and physical store - branded environments)