Activity: Define Brand

A brand must express and reinforce the underlying values and personality of the service, product, or organization it represents. Because a brand is a set of expectations and a promise that those expectations will be met, defining a brand takes a careful mix of skills.

More detail: Purpose - Frequency - Steps

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Purpose

To establish a new brand or reposition an existing brand for online use. While creating a new brand and repositioning an existing brand involve different scenarios they use the same principles.

Execute the brand strategy by devising and consistently applying a specific style, tone, and image that reflect the brand's core values and attributes. These attributes are designed to build an emotional connection with the user, and influence how users perceive, understand, and interact with the business.

Frequency

When performed, this activity is done once per project during Inception or very early Elaboration. The Role: Brand Strategist, Role: Brand Designer and other supporting roles perform many 'internal iterations' to explore ideas and approaches for communicating the brand.