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© Copyright LoCus researCh LtD 2009

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Planning Foundation Identity ExperienceCLarifyiNg researCh strategy auraL visuaL Messages CoNteNt CoLLateraL

project plan CompanyBusiness history, present situation, Long-term vision, Near-term mission, Business goals, Company values, strengths & Weaknesses

products & servicesofferings & attributes

Marketsupply chain & distribution, Market trends & dynamics, Marketplace, traditional competitors, Non-traditional competitors, opportunities& threats

CustomersCustomer groups, What customers want, Current customer perception, Demographics, psychographics, Customer profile

architectureCompany, product families, products, partners, ingredient brands

the filterattributes & Benefits

positionindustry context, product category, Category segment, point of difference

NamesCompany & products

taglinesCompany & products

Logo Devicestandard & reversed

typefacesDisplay & text

ColoursCMyK, rgB, hexidecimal

Design systemLines, spacing, framing

Key Messages

the story

Copypromotional & technical

imageryphotography, Diagrams, renderings, Line-art

Logoseps, pNg, tiff, gif

stationeryBusiness cards, Letterhead, faxhead, envelopes

templates

environmentBuildings, signage, vehicles

promotionalWebsite, sales presentation, Brochures, Company profile

technicalproduct manuals, specifications

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Les projeCt pLaN fouNDatioN report strategy DiagraMs iDeNtity preseNtatioN BraND BooK assets guiDe fiNaL outputs

all preliminary project management work & collection of company & product info which the company may already have.

an a4 report including all gathered research data. also a diagram which hilights and summarises the key findings from each sector.

Diagrams of the company & product architecture, and its unique position in the market.

a presentation of the brand concepts showing the messages and visual identity presented as a complete brand story. all visual components specified including logo device, typefaces, colours and the design system which ties it all together.

this is the distillation of the product attributes, and customer benefits, resulting in strong succinct key messages.

a document explaining the use of all brand assets. accompanied by all assets supplied to client in useable formats on disc.

the agreed final media outputs which will present and sell the product, service or company in the best light to the customer.

Discover - Brand Development framework

locusresearchlocusresearch

© Copyright LoCus researCh LtD 2009

Planning Foundation Identity ExperienceCLarifyiNg researCh strategy auraL visuaL Messages CoNteNt CoLLateraL

pDs & WBs fouNDatioN report strategy DiagraMs iDeNtity preseNtatioN BraND BooK assets guiDe fiNaL outputs

IntroductionThe brand framework is a comprehensive structure built to ensure the creation of a robust brand. It is flexible enough to be applied to a completely new brand or a brand redevelopment. This process covers the creation and meaning of the brand along with its management and evolution.

FoundationThe foundation is a thorough investigation of the company, the markets it will compete in, its customers, offerings and company architecture. The industry category and position also need to be established along with a message which sums up the point of difference.

once all this information is gathered a clear picture of the company can be drawn. the key attributes (both practical and emotional) are identified and translated into perceived customer benefits.

Core values of the company are expressed to the customer by the brand personality. it is therefore a key outcome of the foundation phase to discover or highlight the internally driven ‘core competency’. the core competency should be something that clearly differentiates your product or company from others.

this research investigation should provide a robust ‘foundation’ for the design and development of a compelling brand.

IdentityThe identity phase encompasses the design and implementation of all the visual elements that represent the brand.

as the name is an essential component, this is the first task. investigating the potential nomenclature and investigating the intellectual property status is a critical aspect, as it can tell a strong story. this involves thinking through taglines and other related descriptors.

a wide range of graphic ideas will then be rapidly investigated resulting in a conceptual presentation. from here the range will be restricted and developed further.

the final concept once determined will be developed into a ‘Brand assets’ document. this will cover the Brand, type,

colour, supporting imagery and guidelines on look at feel.

these elements are organised into a hierarchical design system which ensures the brand is presented in a clear and consistent manner over all applications.

ExperienceIn effect this puts the brand into practice within the commercial sphere. The Brand Assets guide will drive how this is conducted to ensure consistency across the key designated aspects of the brand.

the experience phase looks at how the brand will be managed by the company to ensure it always creates a favourable experience for those who come into contact with it. the experience may be direct or indirect, but it needs to always communicate the right message in a compelling way.

the brand can be experienced in a myriad of ways, from the design and function of products or services, personal interactions with the people representing your company, environments, advertising and printed material. these must all embody the core values and the brand promise.

Brand Framework Description