This document outlines the stages of a brand architecture and service brand strategy project. It lists several large company clients and then describes the stages as: conducting a brand audit and discovery; developing a brand strategy along with service brand strategies through stakeholder consensus on brand architecture and values; and designing the group brand and individual service brands through visual expression and implementation guidelines to maintain standards.

1. February 09
© 2009 Blueprint Advisory Pty Ltd
Credentials
BrandArchitecture Systems

2. BMW

3. British Airways

4. Commonwealth Bank

5. Proctor & Gamble

6. Telstra

7. Stages
Brand Audit and
Discovery
Brand Strategy and
Service Brand
Strategies
Group Brand Design
and Service Brand
Design
Enthusiastic and
Committed Leadership
Create a Project, elevate as
Mission critical.
Brand audit of key collateral.
Review and assess values, brand
essence, and competitive
strengths.
Develop
brand essence.
Stakeholder consensus on
brand architecture,
values, brand essence.
Brand brief.
Brand architecture
and Market offerings
Development of
visual expression,
across core applications
and communications
Test/feedback
Guidelines and standards
Implementation of
new identity –
internal and external
Systems and processes
for maintaining standards