Brand Expression
In step three, we work together to create a clearly defined brand identity and creative brief to inform the development of creative, advertising, and other marketing collateral. In general, six criteria can be applied when choosing a brand’s visual elements: memorability, meaningfulness, likability, transferability, ownability.
Ensuring Consistent Brand Expression
In a brand audit, the brand’s elements: name, logo, URL’s, symbols, jingles, spokespeople, taglines, sub-brands, sounds, colors, characters, endorsements, partners, and more are inventoried. Taken together, these elements ensure a consistent, identifiable presentation of the desired brand identity: your brand’s visual and verbal identity.