When a brand is well positioned, audiences understand what it stands for and where it fits. The right audiences will recognize it and respond.
It’s not just a logo, it’s a brand identity.
It’s not a tagline, it’s a brand promise.
The visual elements that make up the brand identity work together to give an impression, a sense of the brand persona. Over time they establish the direction, the style that represents that brand.
- Colors, fonts, visual style, image choices and supporting graphic elements create the brand identity system.
The core statements of value, the promise to the end customer, are essential components of messaging architecture. This hierarchy is the baseline for all communications; the statement of what the organization, product or service stands for; what it provides; what the customer can expect.
- The brand promise, value proposition and key messages put the brand into words that can be shared, built upon and remembered.
Positioning is authenticated by the design of the brand identity and the elements of the messaging architecture. These foundational elements work together as the visual and verbal brand.
Within strategic definition we establish the basis for positioning. The brand identity and messaging architecture make the positioning real, tangible, visible and usable.
For an overview of our five-point brand optimization methodology, visit our brand optimization page. There you can learn more about the Point of Choice, as well as Strategic Definition, Positioning, Implementation and Internal Adoption.
To discuss renaming, rebranding, crafting messaging that will clearly communicate who you are and what you offer, give us a call at 866.363.4433. Or fill out the request form at the left.
- Read more about the process of identity design and see examples of brand design, brand refresh and rename and brand.
- Learn more about the components of messaging architecture and see examples of messaging charts.
Or fill out the request form at the left to set up a time to talk about your brand and what you’re looking for to generate ongoing response.