The document outlines a 5-step process for developing a brand identity: 1. Conduct a brand audit by interviewing stakeholders, auditing marketing and language, and researching existing brands. 2. Define the branding strategy by developing a positioning statement, brand attributes, key messages, tone, and brand brief. 3. Design the visual identity by collaborating on logo, typography, color, and ensuring comprehensive brand architecture. The process requires research, strategic thinking, and design to create a brand identity that is easily recognized and remembered.

1. brand identity

2. 1!
Conduct a Brand Audit
• Interview key management and
stakeholders for their needs
and perceptions
• Conduct an internal and
external marketing and
language audit
• Research existing brands and
their brand architecture
• Review the vision, strategies,
goals and values
Define the Strategy
• Develop the positioning
statement, brand attributes
and naming strategy
• Define key messages
• Agree upon the brand tone
• Clearly outline the brand
strategy
• Write a brand brief for
moving forward
Design Your Identity
• Collaborate and
brainstorm graphic
ideas for logo,
typography and color
• Explore all potential
uses to avoid future
implications
• Complete the brand
architecture
The process for developing
a brand identity system that
truly articulates your brand
takes an incredible amount
of research, smart thinking
and intuitive design.
But a strategic brand
identity ensures your brand
is easily heard, recognized
and remembered.
The Process to
Brand Identity
2! 3!
4!
Conduct a Brand Audit
• Interview key management and
stakeholders for their needs
and perceptions
• Conduct an internal and
external marketing and
language audit
• Research existing brands and
their brand architecture
• Review the vision, strategies,
goals and values
5!
Conduct a Brand Audit
• Interview key management and
stakeholders for their needs
and perceptions
• Conduct an internal and
external marketing and
language audit
• Research existing brands and
their brand architecture
• Review the vision, strategies,
goals and values

3. In simplest terms, brand tone is the personality of your
brand or company. It serves as the guide for what you say
and how you say it. Brand tone should convey your
brand’s values and beliefs but should also connect with
your audience in a relevant way – like a friend speaking to
another friend. Brand tone should sound and feel like a
person, not a corporate mission statement. Because this is
what makes your brand relatable to those you are having
a conversation with – your consumers.
What is it and why does it matter?
Brand Tone
Brand tone is an expression of
your values and beliefs
It is flexible in medium and
audience – always striving for the
right words at the right time
Brand tone is more than word
choice but should evoke a style
It brings your brand to life and
creates a dialogue with those
around you
Brand tone is flexible and
strengthens over time – allowing
for feedback and discussing
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4. Thank you!
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