Brand Development

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• 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. Brand Strategy

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   • 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. Internal Brand

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

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

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

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

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

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

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

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

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

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

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

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

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

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         • 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.
   3. Visual Expression

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      • 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. Visual Identity

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

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