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.
188.8.131.52 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.
184.108.40.206.1 Internal Brand
Defines what you are as a brand. Your brands DNA. It's substance. The internal human characteristics.
The reason your brand exists (outside of money).
The brands aspirations - Where will the brand go from here?
Commitments the brand makes to achieve its vision for the future.
What the brand holds dear. The way the brand behaves and does business.
220.127.116.11.2 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.
Who you want your brand to appeal to. (Go into fine detail: fears, beliefs, behaviors)
The options that the audience has in the marketplace aside from you. (Look here to fill gaps in the marketplace.)
What makes you different to other options in the marketplace. The key product of your positioning.
18.104.22.168 Brand Expression
The way you make human connections. The brands voice - critical in making those connections.
22.214.171.124.1.2 Brand Voice
126.96.36.199.2 Verbal Expression
Makes up what you want to say - but the structure of what and how you want to say it is key.
Part of your communication that stems directly from the position of the brand.
188.8.131.52.2.2 Core Message
The framework broken down into smaller key messages that allows you to deliver the right message at the right time.
184.108.40.206.2.3 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.
220.127.116.11.3 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.)
18.104.22.168.3.1 Visual Identity
A collection of visual elements (logo, colors, typography, and image style) working together to produce your brand identity system.
Your physical/digital presence is the visual expression of your brand. (website, social media, print, and physical store - branded environments)