What's involved in branding? -- 1

Branding must cover all areas to be effective, branding programs are not easy to plan, develop and manage. In response to this, ID Branding has developed the ID Branding Framework, a model that provides a holistic view of the various facets of branding. This framework identifies and relates key branding disciplines, points of understanding, activities, and tangible expressions of the brand. It is designed to support the definition, creation and management of broadly integrated branding programs.

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.

quoted from All About Branding

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