- The document outlines steps for developing a brand blueprint, including distilling the brand's essence, developing a brand promise, and keeping the brand architecture simple. - It recommends formulating strategy through a facilitated team process and choosing a brand positioning that defines the brand's vision, mission, and values. - The brand design section indicates that a corporate identity document should establish guidelines for logo, colors, spacing, mood board, fonts, slogans, and acceptable/unacceptable usage across various materials from stationery to websites.

1. BRAND BLUEPRINT

2. branddevelopment
- From the brand positioning distil what is at
the core of your offering, it’s ESSENCE.
- Develop and articulate our BRAND
PROMISE or CORE PROPOSITION.
- Brand architecture should be kept simple.
A multi brand approach is only
recommended when the value proposition
for a particular product or market is
significantly different.
- Communication strategies and
implementation must focus on making the
buying decision simple.
- Brand Architecture
- Brand Design (Logo Design, Mood Board,
Requirements and purpose of a CI.

3. Choose a facilitated process because..
“culture eats strategy for lunch”
And by formulating strategy with the team is the first step in
Branding inside out.

4. brandblueprint
COMPLETE BRAND POSITIONING, including
VISION, Mission and Values (or Philosophy &
Guiding Principles)
BRAND ARCHITECTURE
BRAND DESIGN, PAYOFF & RATIONALE
CORPORATE IDENTITY DOCUMENT (Visual
Language)
Requirements, purpose and contents:
Minimum: Logo, colours, free space etc, options,
acceptable and unacceptable usage, mood board,
font, payoff, signage, stationery, print and
electronic, brochures, folders, packaging, e-mail
signature & photographic style.
Recommended: Add grids, layout and style for
brochures, posters, leaflets, various advertising,
POS, Web Site, Banner Advertising, Vehicle Livery,
PowerPoint templates and in store advertising.
(Prepare in digital pdf format)