Essential characteristics
Focuses leaders on the possibilities
Jumpstarts robust conversations
Identifies gaps between positioning and expression
Uncovers inconsistencies
Reveals need for more differentiation
Adds value and sense of urgency to the process
Informs the creative team
Unearths brilliant and forgotten ideas, images, and words
Builds commitment to doing things right in the future
Process: Examining Language
Interviews
Stakeholder categories
Key learnings
Customer insights
Excerpts
Brand
Strategy
Positioning
Essence
Marketing research
Brand recognition
Survey results
Focus group findings
Perceptual mapping
SWOTs
Gap analysis
Benchmarking
Marketing audit
Logos and signatures
Brand architecture
Across marketing channels, media, product lines
Look and feel
Imagery
Color
Typography
Language audit
Voice and tone
Clarity
Naming
Taglines
Key messages
Navigation
Hierarchy
Descriptors
Competitive audit
Positioning
Logos
Brand architecture
Taglines
Key messages
Look and feel
Imagery
Color
Typography
Intellectual property audit
Trademarks
Compliance issues
Process audit
Existing guidelines
Technology
Collaboration