Artifact: Brand Strategy

The Brand Strategy defines the central aspects of the brand. The brand is a promise of performance to the customer or user from the company, service or product represented.

More detail: Purpose - Audience - Template

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Purpose

The Brand Strategy explains how the brand supports the business objectives and its the key components:

• Vision: the guiding sentiment or mission underlying the brand and the organization it represents.
• Values: the belief system supporting the brand and guiding the way an organization operates and interacts with its customers, partners, etc.
• Personality: the qualities and attributes, often expressed as anthropomorphic adjectives, that a customer will associate with the brand.
• Position: the place that the brand (and its supporting organization or derivative products and services) occupies within the market and the customers' minds

Audience

The following roles use the Brand Strategy:

• The Role: Brand Designer uses it as the central input to defining or refining a brand identity.
• The Role: Creative Concept Director uses it as input to defining the creative approach and visual elements of the web-based application to be built.