This blog began with a series of postings containing brand development tools and exercises. As the topics of interest have grown these postings have grown less frequent, but for those looking for some basic brand building blocks, I present:
- The Pony Sheet Is your brand strategy the right fit for your organization? Here are some reminders of essential elements of an authentic and effective brand.
- Corporate Guidelines (Graphic Standards) Guide Working document to help with the development of graphic identity standards.
- Forced Relationship Exercise A fun ice-breaker to use at the beginning of the brainstorm process. If your organization were a car, which would it be?
- Competitive Comparisons Drawing meaningful comparisons between your organization and your top competitors.
- Personality Characteristics Brands are often perceived in very human terms. What is your brand personality?
- Branding Zone: Strategy Meets Operational Reality The branding zone is found at the intersection of business strategy and the operational front-lines.
- What is a Brand? Before you begin work on your brand, it is important to define just exactly what you are talking about.
- How the UT Brand is Reinforced at McCombs Example of how a parent-brand message strategy can be applied in a sub-branded unit.
- The F-A-B Process: Features, Advantages, Benefits An effective exercise that helps communicators move from Features-laden language to Benefits-rich language.