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Download the Brand Touch Cycle pdf
Everything "talks"
I don't need to tell you what type of business this door opens to:
This sign communicates more than hours of operation- it makes the statement: You are entering the office of a quality optometrist that is successful and pays attention to details.
This is a great reminder that everything associated with your business (or you) "talks" and it's up to you to ensure that everything it says what you want it to say. From your employees to your office restroom...your brand is being judged.
Take initiative, get creative, and use all of your customer touchpoints to your advantage! It's no coincidence that Cape Canaveral's area code is 321 and NASA's space shuttles launch from Cape Canaveral on 3-2-1-BLAST OFF!
Building a Strong Brand: The ID Branding Framework
The ID Branding Framework is built around four core disciplines, each of which plays a vital role in branding: brand strategy, brand identity, brand management and brand experience.
When building a new brand, these four disciplines can be viewed from left to right as sequential phases of development. When working with existing brands, however, each of the disciplines operates concurrently - they are interdependent and work together over time.
Figure 1. Four core branding disciplines form the backbone of the ID Branding Framework.
Figure 2. The ID Branding Framework relates a variety of elements to the four core branding disciplines.
As shown in Figure 2, each of the core disciplines has several related elements. These elements may represent points of understanding, activities, building blocks or types of communications.
The Value of the Framework
ID Branding chose to define branding with a framework model because it best serves the following objectives:
- Establishing a holistic, yet scalable approach for building company and product brands
- Providing a foundational set of concepts and terminology for branding activities
- Encompassing long-term brand management in addition to specific development projects
- Enabling effective branding work to start at any point in the life cycle of a brand
When building and growing a strong brand, there are many dimensions to be considered. A strong brand offers a consistent experience across all platforms of interaction.
