How this guide raises your game :-
- Learn the key questions to answer at each stage of the brand choice funnel.
- Understand which brand assets you need, how to classify them and where and when to use them.
- Understand how to organise your assets into a ‘brand on a page’ and a brand book and style guide.
Brand identity is normally done after you’ve gone through the segmentation, targeting and positioning process. This process gives you the building blocks you need to start building your identity.
Your segmentation research has grouped customers into segments based on their needs and decision-making. You’ve worked out each segment’s attractiveness and decided which to target. Then, you’ve created a positioning which outlines how you’ll go after those customers.
Brand identity is then one of the ways you bring your positioning to life. To understand how that works, let’s start with a little story.