II Brand growth
Build a brand the market understands and the organization can keep running
Turn brand from a one-off project into a lasting capability.
Tools for this
What changes
- Before
- 12wk
- After
- 7wk
Sample figures: replace with measured before/after results.
Brand journey
- 01Brand insight and definitionBOS · Brand Operating System · Brand diagnostic · Customer and market insight · Brand positioning
- 02Brand expression and designBrand narrative and messaging · Verbal identity · Visual identity · Brand design system
- 03Brand experienceCustomer journey · Service design · Digital experience · Touchpoint system
- 04Brand governanceBrand roles and accountability · Brand decisions and approval · Brand standards · Brand asset management
- 05Brand operations and evolutionBrand operating mechanisms · Brand internalization and enablement · Brand measurement · Annual brand operating rhythm
26 brand capabilities
01
Brand insight and definition
Brand operating system (BOS)
Read the guideBrand audit
Read the guideCustomer and market insights
Read the guideBrand positioning
Read the guideBrand value proposition
Read the guideBrand architecture
Read the guideBrand and product naming
Read the guide
02
Brand expression and design
Brand narrative and messaging
Read the guideVerbal identity
Read the guideVisual identity
Read the guideBrand design system
Read the guide
03
Brand experience
Customer journey design
Read the guideService design and blueprints
Read the guideBrand websites and digital experience
Read the guideBrand touchpoint management
Read the guideEmployee brand and culture
Read the guide
04
Brand governance
Brand management roles
Read the guideBrand approval workflows
Read the guideBrand standards
Read the guideBrand digital asset management (DAM)
Read the guideBrand consistency audits
Read the guide
05
Brand operations and evolution
Brand operations
Read the guideBrand enablement
Read the guideBrand measurement
Read the guideAnnual brand planning
Read the guideBrand launch and rollout
Read the guide
A brand should not stop growing once the identity is done.
Define | Brand definition
Clarify brand direction, positioning, value, architecture, language and experience.
Govern | Governance
Set up roles, decisions, guidelines, assets, risk and measurement.
Operate | Ongoing operations
Keep delivering content, design and marketing work by the brand rules.
Evolve | Measurement and evolution
Keep updating the brand from market, customer and operating feedback.
Bring a brand question
(Sample) Our positioning no longer supports the next stage of the business.
Sample copyGood to include: real questions clients bring (de-identified), so visitors can adapt one and bring it to a conversation.(Sample) Since the brand launched, every department uses it differently.
Sample copyGood to include: real questions clients bring (de-identified), so visitors can adapt one and bring it to a conversation.
Client feedback
(Illustrative) The brand went from a one-off project to rules and a rhythm the team uses every day.
1 of 2
Turn a brand problem into a clear path to growth.
Find the real starting point together.