Getting it right
BRAND EXPRESSION IS AN INTENTIONAL WHOLISTIC SYSTEMS-BASED METHOD, ENABLING YOUR CLIENTS TO RETAIN DIFFERENTIATION, AUTHENTICITY AND RELEVANCY ACROSS ALL TOUCHPOINTS WHILE MANAGING COMMITMENT AND CONSUMER EXPECTATION.
In addition to a logo, other visual elements include color, typography, imagery and photography. Verbal expression starts with a brand name and extends to tone of voice, messaging, tagline and all written forms of communication. There are also other touchpoints that create customer experience as well as internal factors that help build employee brand culture and behaviors. Together, they express the character of a brand.
The visual and verbal expression of a brand must align with the overall message and reflect a positioning that accomplishes your clients’ short- and long-term business goals. If the business strategy changes, the brand expression needs to be reviewed to ensure it fits the new strategy. This approach provides your client’s with safeguards that instill brand uniformity and relevancy as it responds to market dynamics.
Common communication touchpoints
Website / Intranet
Event / Tradeshow