Brand Identity

Brand Vision explains how the brand will support the company’s overall mission and objectives, and forms a bridge to making decisions across the organization.

There are many different ideas about the best way to express a brand vision. All brand visions have at least three components: rallying cry, capabilities, and personality. 


Our model includes four additional components that are increasingly important ways to define brands:  culture, shared values & community, aspirational self-image and noble purpose.

Download our toolkit Defining Brand Identity

Brand Identity Model

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