Brand strategy and identity design for businesses and products. Use when creating brand guidelines, developing visual identity systems, or defining brand positioning.

Brand Identity Comprehensive guide for creating and managing brand identities from strategy to execution. Brand Strategy Foundation What is a Brand? Brand Hierarchy Brand Strategy Brand Purpose Brand Positioning Competitive Positioning Map Brand Archetypes Archetype Desire Strategy Examples Innocent Safety Be pure/simple Coca Cola, Dove Explorer Freedom Discover world Jeep, North Face Sage Wisdom Find truth Google, TED Hero Mastery Act courageously Nike, FedEx Outlaw Liberation Break rules Harley, Virgin Magician Power Transform Apple, Disney Regular Belonging Be authentic IKEA, Target Lover Intimacy Create connection Chanel, Godiva Jester Enjoyment Have fun M&Ms, Old Spice Caregiver Service Help others Johnson & Johnson Creator Innovation Create value Lego, Adobe Ruler Control Take charge Mercedes, Rolex Visual Identity System Logo Design Principles Logo Types Type Description Best For Wordmark Company name styled Unique names (Google, Coca Cola) Lettermark Initials only Long names (IBM, HBO) Brandmark Symbol only Established brands (Apple, Nike) Combination Symbol + wordmark Versatility (Adidas, Burger King) Emblem Text inside symbol Traditional (Starbucks, Harley) Mascot Character Friendly brands (KFC, Michelin) Logo Clearspace Color System Typography System Brand Voice & Tone Voice Attributes Tone Spectrum Writing Guidelines Brand Guidelines Document Essential Sections Brand Applications Digital Touchpoints Touchpoint Key Considerations Website Navigation, CTAs, content hierarchy Mobile App Icon, splash screen, UI patterns Social Media Profile images, cover photos, templates Email Signatures, newsletters, transactional Advertising Banner sizes, video formats Print Touchpoints Touchpoint Specifications Business Cards 3.5" × 2" (US), 85mm × 55mm (EU) Letterhead 8.5" × 11" (US), A4 (EU) Envelopes 10 (US), DL (EU) Brochures Tri fold, bi fold, booklet Signage Variable, high resolution Social Media Image Sizes (2024) Platform Profile Cover/Header Post Instagram 320×320 N/A 1080×1080 Facebook 170×170 851×315 1200×630 LinkedIn 400×400 1584×396 1200×627 Twitter/X 400×400 1500×500 1200×675 YouTube 800×800 2560×1440 1280×720 Naming & Taglines Brand Name Types Type Description Examples Descriptive Describes function General Electric, PayPal Invented Made up word Kodak, Xerox, Spotify Founder Person's name Ford, Dell, Disney Metaphor Symbolic meaning Amazon, Apple, Nike Acronym Initials IBM, BMW, IKEA Mashup Combined words Facebook, YouTube, Instagram Tagline Formula Brand Audit Audit Checklist Brand Health Metrics Metric What It Measures Awareness % who know the brand Consideration % who would consider buying Preference % who prefer over competitors Loyalty Repeat purchase rate NPS Likelihood to recommend Share of Voice Brand mentions vs. competitors Rebranding When to Rebrand Rebrand Types Type Scope When Refresh Update existing elements Every 5 10 years Partial Significant visual update Strategy shift Full Complete overhaul Transformation Best Practices DO: Start with strategy before design Research competitors thoroughly Test with target audience Create comprehensive guidelines Allow flexibility within system Plan for all touchpoints Document everything Review and update regularly DON'T: Skip the strategy phase Follow trends blindly Create overly rigid systems Neglect digital applications Forget accessibility Rebrand too frequently Ignore internal adoption Underestimate implementation Brand Development Process

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