BRAND STRATEGY
TOOLKITS + WHITEPAPERS
Working on a brand strategy project? You’re in the right place.
Our brand strategy toolkits and white papers have received thousands of downloads for good reason—they contain the same proven frameworks we’ve used across hundreds of client engagements and countless hours in the classroom. Whether you’re embarking on a DIY project, or simply want to learn more about our approach, below you’ll find a comprehensive set of resources for strategic brand building.
Brand Audit Toolkit
A Brand Audit assesses brand strengths and identifies potential vulnerabilities. It also highlights gaps between what customers want and what the brand and market offer
Brand Vision Toolkit
A Brand Vision explains how your brand will support the company’s overall mission and objectives, and forms a bridge to making decisions across the organization.
Brand Positioning Whitepaper
A compelling Brand Positioning doesn’t necessarily have to emphasize functional product benefits. There are many ways for new and existing brands to stand out.
Brand Architecture Toolkit
A Brand Audit assesses brand strengths and identifies potential vulnerabilities. It also highlights gaps between what customers want and what the brand and market offer
Brand Expression Toolkit
A brand’s elements (name, logo, URL’s, symbols, jingles, spokespeople, taglines, sub-brands, sounds, colors, characters, endorsements, partners) should present a consistent, identifiable expression of the desired brand identity.
Brand Activation Toolkit
A good starting point for mapping the brand experience is to divide touch points into three areas – before, during and after the sale. Identify all the ways customers interact with your brand at each point in the purchase process.
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