¶ Brand Expression -- Glossary
🟢 Brand Expression | The Skeleton
Determine where and how your brand(s) are expressed across touchpoints
¶ Brand Messaging
What should we say? In what order? In what context?
¶ Brand Design
What should we look and feel like?
- Creative Principles -- A clear and opinionated set of creative rules that define what “good” looks like for your brand(s).
- Verbal Identity -- The language building blocks your brand uses to communicate.
- Visual Identity -- The visual building blocks your brand uses to be recognised.
- Digital & Experience Design -- The designed expressions of how your brand should look and behave in digital environments.
- Physical & Spatial Design -- The designed expressions of how your brand should appear and behave in physical environments.
¶ Brand Governance
How do we keep brand expression consistent?
- Design Guidelines & Systems -- The documented instructions for how to apply your brand’s verbal, visual, digital, and physical expressions consistently.
- Brand Codes & Distinctive Assets -- The deliberate decision about which distinctive brand assets your company will develop and invest in over time.
- Internal Comms & Briefing -- The agreed processes and tools your organisation uses to share decisions and brief new work.
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