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Bra nding Stra tegy Insider

September 17 , 2008

Th e Brand I dentity Checklist

What will our checklist reveal about y our brand identity standards and systems? Simply answer y es or no to the

following:

As St. James Associates say s, some brands are all symbols but no soul. First and foremost, does your bran

have a soul?

Is yo ur brands name proprietary? Does it differentiate the brand instead of just describing its produc ts and

services?

Is yo ur brands name suggestive o f a key differentiating benefit, but not too narrow so as to decrease the

brands ability to claim new benefits in the future?

Do consumers like your brands name? Is it memorable?

Do you avoid generic sub-brand names?

Do yo u have compr ehensive brand identity standards and systems that address all uses of y our brands

identity elements? Are those standards and systems actively in use?

Are they av ailable in manuals, on CDs, and through your Intranet?

Are all business units and sub-brands subject to those standards, with none outside the jurisdiction of the

standards?

At a minimum, does the system include standards for the visual identifier, color, typo graphy, backgrounds,

contrast, staging area, relative size, positioning, key applications, and unacceptable uses?

Is yo ur logotype horizontally shaped? That orientation delivers the greatest visual impact and is a functiona

necessity when the logoty pe is used in retail environments.

Will your system work globally? The meanings of specific words, colors, and symbols in different countries

are espec ially important to understand.

Does your system include distinctiv e shapes, co lors, typesty les, and voices?

Does yo ur brand own a co lor that is different from that of your major competitor?

Does yo ur sy stem include a slogan or jingle?

Does it include sounds and other mnemonic devices?

Is your system effectiv e in multi-media environments?

Does it address co-branding, co-marketing, brand licensing, strategic alliance and sponsorship situations?

Are there simple and co nsistent ways in which sub-brands relate to corpo rate or parent brands?

Are there simple rules for when a brand is endorsed by a corpo rate or parent brand and when it is not?

Does every one agree upon what names, symbols, colors, visual styles, vo ices, etc. are used across allapplications, sub-brands and pro duct lines on behalf of the parent br and and its identity?

In each point of contact with the consumer (advertising, retail environment, product packaging, etc.), have

you dec ided how much emphasis will be placed on the parent brand versus the sub-brand? Have you dec ided

which e lements will be associated with the parent brand and which will be assoc iated with the sub-brand?

Does the system deliv er strong brand recall and reco gnition in all contex ts?

Is the system functional for all intended uses?

Is the system flex ible enough to address even the most complicated situations?

Does yo ur system address internal applications (memos, employee newsletters and other internal

publications, computer screen savers, etc.)?

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Does the system reinforce intended brand associations?

Have you built at least nine random, non-functional design elements into y our brands trade dress to make it

easier for y ou to legally protect y our brand?

Do you co nfer with intellectual property lawyers when designing new products and brands to ensure what

youv e created has maximum protection under the law?

Do yo u have an ongoing proc ess set up to proactiv ely protec t your brands identity against dilution or

confusion, including regular reviews of possible competitive infringements?

Do yo u have a corporate brand identity co uncil (or another process) to manage the brand identity on an

ongoing basis?

Do you co nduct periodic communications audits to monitor adherence to co rporate brand identity

standards?

Is your brand identity system as simple as possible?

Ultimately, is it immediately c lear which brand is the source for all points of contact yo u have with the

consumer?

Sponsored By: Brand A id

Posted by Brad V anAuken, The Blake Project in Brad V anAuken, Brand Ide ntity | Permalink

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