task sequence
Discover - Brand Development Framework Planning
Foundation
clarifying
research
strategy
aural
visual
messages
content
collateral
Project Plan
Company
Architecture
Names
Logo Device
Key Messages
Copy
Stationery
Business history, Present situation, Long-term vision, Near-term mission, Business goals, Company values, Strengths & Weaknesses
Company, Product families, Products, Partners, Ingredient brands
Company & Products
Standard & Reversed
Promotional & Technical
Taglines
Typefaces
Business cards, Letterhead, Faxhead, Envelopes
Company & Products
Display & Text
Products & Services Offerings & Attributes
Market Supply chain & distribution, Market trends & dynamics, Marketplace, Traditional competitors, Non-traditional competitors, Opportunities & Threats
Identity
The Filter
Experience
The Story
Photography, Diagrams, Renderings, Line-art
Colours
Attributes & Benefits
Logos
CMYK, RGB, Hexidecimal
Position
EPS, PNG, TIFF, GIF
Design System
Industry context, Product category, Category segment, Point of difference
Imagery
Lines, Spacing, Framing
Templates Environment Buildings, Signage, Vehicles
Promotional Website, Sales presentation, Brochures, Company profile
Technical Product manuals, Specifications
Customers
deliverables
Customer groups, What customers want, Current customer perception, Demographics, Psychographics, Customer profile
project plan
foundation report
strategy diagrams
identity presentation
brand book
assets guide
final outputs
All preliminary project management work & collection of company & product info which the company may already have.
An A4 report including all gathered research data. Also a diagram which hilights and summarises the key findings from each sector.
Diagrams of the company & product architecture, and its unique position in the market.
A presentation of the brand concepts showing the messages and visual identity presented as a complete brand story. All visual components specified including logo device, typefaces, colours and the design system which ties it all together.
This is the distillation of the product attributes, and customer benefits, resulting in strong succinct key messages.
A document explaining the use of all brand assets. Accompanied by all assets supplied to client in useable formats on disc.
The agreed final media outputs which will present and sell the product, service or company in the best light to the customer.
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Š Copyright Locus Research LTD 2009
Brand Framework Description Planning
Foundation
Identity
clarifying
research
strategy
aural
PDS & WBS
foundation report
strategy diagrams
identity presentation
Introduction The brand framework is a comprehensive structure built to ensure the creation of a robust brand. It is flexible enough to be applied to a completely new brand or a brand redevelopment. This process covers the creation and meaning of the brand along with its management and evolution.
Foundation The foundation is a thorough investigation of the company, the markets it will compete in, its customers, offerings and company architecture. The industry category and position also need to be established along with a message which sums up the point of difference. Once all this information is gathered a clear picture of the company can be drawn. The key attributes (both practical and emotional) are identified and translated into perceived customer benefits.
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Experience visual
messages
content
collateral
brand book
assets guide
final outputs
Core values of the company are expressed to the customer by the brand personality. It is therefore a key outcome of the foundation phase to discover or highlight the internally driven ‘core competency’. The core competency should be something that clearly differentiates your product or company from others.
colour, supporting imagery and guidelines on look at feel.
This research investigation should provide a robust ‘Foundation’ for the design and development of a compelling brand.
Experience
Identity The identity phase encompasses the design and implementation of all the visual elements that represent the brand. As the name is an essential component, this is the first task. Investigating the potential nomenclature and investigating the intellectual property status is a critical aspect, as it can tell a strong story. This involves thinking through taglines and other related descriptors. A wide range of graphic ideas will then be rapidly investigated resulting in a conceptual presentation. From here the range will be restricted and developed further. The final concept once determined will be developed into a ‘Brand Assets’ document. This will cover the Brand, type,
These elements are organised into a hierarchical design system which ensures the brand is presented in a clear and consistent manner over all applications.
In effect this puts the brand into practice within the commercial sphere. The Brand Assets guide will drive how this is conducted to ensure consistency across the key designated aspects of the brand. The experience phase looks at how the brand will be managed by the company to ensure it always creates a favourable experience for those who come into contact with it. The experience may be direct or indirect, but it needs to always communicate the right message in a compelling way. The brand can be experienced in a myriad of ways, from the design and function of products or services, personal interactions with the people representing your company, environments, advertising and printed material. These must all embody the core values and the brand promise.
© Copyright Locus Research LTD 2009