Scope & Objectives
Defining the main objectives and scope of assessment

Stakeholders
Aligning the needs, desires and goals of all the stakeholders

Brand Assessment & Validation
‍Comprehensive evaluation and analysis of a brand's identity, positioning, messaging, visual elements, customer perception, and overall brand health to identify to identify necessary brand improvement areas and scope

Target Audience
Identifying the main pains, desires, biases, and insights

Industry & Category
Major challenges, issues and biases

Competitors & Alternatives
Positioning landscape, problems, advantages, and messaging

Relevant Trends
‍Relevant macro category and consumer trends

Strategic Response
How to successfully address the identified challenges

Untapped Opportunities
‍Biggest untapped opportunities in the target market segment

Positioning Trajectory
Recommending the best brand positioning trajectory

Existing & Ideal Customer Profile
Profiling the existing and the ideal target customer for a product

Unique Value Proposition
‍Defining the distinctive benefits or advantages a product offers to its target audience, setting it apart from competitors and compelling customers to choose it

Competing Alternatives
If your brand didn't exist, what would customers use?

Positioning
The distinct perception of a brand relative to its competitors and alternative choices

Messaging
The compelling core message around the value that sells

Purpose
‍The reason for its existence beyond making a profit

Values
‍Core values that shape brand's culture and DNA

Vision
‍The future ambition worth pursuing

Personality
‍Brand's personality and tone of voice

Brand Architecture
‍Coherent brand structure

Product Portfolio Architecture
‍Strategic arrangement and structure of a company's collection of products or services

Brand Essence
‍The unique heart and soul of the brand

Action plan
‍The next steps, priorities, and key objectives

Design Strategy
‍Aligning overall design direction with broader business goals to enhance user experiences, meet business objectives, and create a distinctive and meaningful brand

Creative Concept
‍Core idea visually translated across brand materials

Logotype & Symbol
Logotype and the main graphic mark variations

Color Palette
‍Primary, secondary, and accent color palette and color combinations

Typography System
‍Primary and secondary fonts and their variations

Layout System & Design Principles
‍Consistent and easy-to-use design principles and layouts used in various brand materials

Graphic Elements
‍Additional visual elements, such as patterns, textures, or graphic shapes, that contribute to the overall brand aesthetic

Iconography
‍The use of icons or symbols that are associated with the brand, representing key products, services, brand values, etc.

Illustration & Imagery Style
‍The overall style and approach to illustrations or brand-specific images, contributing to the overall visual tone of the brand

Photography Style
‍The visual approach to photography associated with the brand, including the types of images used (product, people, place, etc.), the style of photography, and any specific visual themes

Online Presence
Engaging and consistent brand across all online channels and touchpoints

Application samples
‍Showcase of possible ways to apply the brand identity

Design Testing & Validation
‍Design testing on target audience for higher product success rate

Platform Setup
‍Setting up the interactive online brand guidelines platform

Principles & Samples
‍Defining the design principles with easy-to-understand visual samples

Asset Preparation
‍Preparing all brand assets for easy access and daily use

Team Onboarding
In person sessions, step by step how to use the interactive brand guidelines