Brand Development

William Ricks
Mind Map by William Ricks, updated 3 months ago
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Description

This map details the process clients will take for simple, or fast-track branding of their company.

Resource summary

Brand Development
1 Table of Contents
1.1 Introduction
1.1.1 Anatomy Of A Brand

Annotations:

  • 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.
1.1.1.1 Brand Strategy

Annotations:

  • 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.
1.1.1.1.1 Internal Brand

Annotations:

  • Defines what you are as a brand. Your brands DNA. It's substance. The internal human characteristics.
1.1.1.1.1.1 Puropse

Annotations:

  • The reason your brand exists (outside of money).
1.1.1.1.1.2 Vision

Annotations:

  • The brands aspirations - Where will the brand go from here?
1.1.1.1.1.3 Mission

Annotations:

  • Commitments the brand makes to achieve its vision for the future.
1.1.1.1.1.4 Values

Annotations:

  • What the brand holds dear. The way the brand behaves and does business.
1.1.1.1.2 Positioning Strategy

Annotations:

  • The strategy itself is where your  audience, competition, and differentiator all come together - define the position that you'll take in the marketplace.
1.1.1.1.2.1 Audience

Annotations:

  • Who you want your brand to appeal to. (Go into fine detail: fears, beliefs, behaviors)
1.1.1.1.2.2 Competitors

Annotations:

  • The options that the audience has in the marketplace aside from you. (Look here to fill gaps in the marketplace.)
1.1.1.1.2.3 Difference

Annotations:

  • What makes you different to other options in the marketplace. The key product of your positioning.
1.1.1.2 Brand Expression
1.1.1.2.1 Character

Annotations:

  • The way you make human connections. The brands voice - critical in making those connections.
1.1.1.2.1.1 Personality
1.1.1.2.1.2 Brand Voice
1.1.1.2.2 Verbal Expression

Annotations:

  • Makes up what you want to say - but the structure of what and how you want to say it is key.
1.1.1.2.2.1 Name, Tagline, Promise

Annotations:

  • Part of your communication that stems directly from the position of the brand.
1.1.1.2.2.2 Core Message

Annotations:

  • The framework broken down into smaller key messages that allows you to deliver the right message at the right time.
1.1.1.2.2.3 Story Telling

Annotations:

  • 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.
1.1.1.2.3 Visual Expression

Annotations:

  • 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.)
1.1.1.2.3.1 Visual Identity

Annotations:

  • A collection of visual elements (logo, colors, typography, and image style) working together to produce your brand identity system.
1.1.1.2.3.2 Presence

Annotations:

  • Your physical/digital presence is the visual expression of your brand. (website, social media, print, and physical store - branded environments)
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