A comprehensive report on the activities of a company throughout the preceding year, generally produced in compliance with requirements established by government agencies.
A score card which rates the authenticity of a brand on a scale of 1–5. 1 being “customers don’t view us like this at all” and 5 being “customers really do view us like this.”
An authentic brand has four key qualities:
A customer’s perception of a product, service, or company; a commercial reputation.
The verbal communications used to express the key elements of a brand in alignment with business strategy.
The Good-Different Identifier Chart helps you map out qualities of the brand that customers can identify with.
The “good” axis can include any attributes that customers typically value: quality, workmanship, good aesthetics, low prices, high functionality, ease of use, speed, power, style, etc.
The Different axis is for any attributes that make an offering different, such as: surprising, weird, ugly, fresh, crazy, offbeat, novel, etc.
Documentation that describes the graphic standards for a brand, including use of the trademark, typography, photography, and colors.
A mapping of an organization's purpose, mission, vision, and goals, compared against a brands communication touchpoints.
The reason a company exists beyond making a profit; a component of a core ideology which act as the guiding principles that determine how employees of a company behave and work together, and how customers connect with a brand.
The alignment chart aims to crystalize the alignment between Customer and Company, helping to ensure the brand being developed creates opportunity and growth by looking at the customer’s wants and needs.
In other words, who the customer is, aligns with why the company exists. What the customer wants, algins with what the company offers, and how the customer belongs, aligns with how the company behaves.
Any place where people encounter a brand, including product use, packaging, advertising, websites, movies, store environments, company employees, and conversation.
The process of mapping out the look and feel of the content that people view and interact with on a digital interface.
The research phase in the design process used to uncover a brand’s positioning and narrative, which in turn informs the visual and written communications yet to be developed.
Various creative disciplines for developing the built environment, including architecture, urban planning, interior design, and wayfinding.
A two column, three row chart aligning customer and business objectives: customer identity & core purpose, customer aims & brand onlyness, tribal mores & core values.
An image or symbol which is designed to communicate information in a visual form.
The communication of the differences made to the people you are trying to help, or to the issue you are trying to improve. Often takes the form of an annual report, but can also include: reports to funders, supporters, investors, and commissioners.
An illustration of data, information, or knowledge that would be too unwieldy to represent with text.
Abbreviated from logotype, now applied broadly to mean a trademark, is an appropriate, distincive, memorable, and simple symbol used as visual shorthand to represent a brand.
It can be either a typeface or lettering style used to represent a brand name—a wordmark—or a symbol that indicates the source of goods or services and prevents confusion in the marketplace.
The group of customers a company would like to serve who’re within a market segment or category, and for which a product, service, message, or experience is designed.
The discipline of designing animated content for television, internet, or live presentations.
The process of creating verbal identities for products, services, organizations, or ingredients.
Any type of printed marketing you hand out, leave behind, or share with your audience is considered print collateral.
The specific steps taken to achieve a desired outcome.
A common strategic tool for analyzing an organization's strengths, weaknesses, opportunities, and threats.
A sentence, phrase, or word used to summarize a market position in advertising which acts as a rally cry or catchphrase. Eg. Nike’s “Just do it”.
The outward expression of graphical components that comprise the brand identity, including name, trademarks, visual communications, and look and feel.
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