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Distilling Brand’s Principles
Do all the key decision-makers in your organization share the same understanding of what your brand represents? Only when there is agreement on tenants, can there be a basis for progress.
Distilling your brand’s principles is a critical step to creating a cohesive organization that acts with purpose and uniformity. OWDT can aid the process by helping you define those pillars in a concise brief, that serves as a guide and reference for developing strategies, policies, web design, products, and services that channel those beliefs.
Functional Differences Between Briefs
| The Brand Brief | The Creative Brief | |
|---|---|---|
| Purpose and Use | Explain why it’s more than material gain | Concise but potent statement |
| Timeline | Define the audience and your archetype customer | Your audience, their essential needs, pain points, and expectations |
| Z | Summarize various functional benefits, both tangible and intangible | Well-defined customer challenges solved through proposed benefits |
| Key Metrics | Lays out the fundamental belief system | Telling words that speak to those principles and values |
| Audience | Set parameters for brand expression | Descriptive words to express the many aspects of the brand’s personality |
| Utilized for | Determine similarities shared and differences with your competitors | Key competitors who pursue the same customer |
Elements of a Brand Brief
| Evidence | Evidence | |
|---|---|---|
| Purpose and Mission Statement | Explain why it’s more than material gain | Concise but potent statement |
| Target Audience | Define the audience and your archetype customer | Your audience, their essential needs, pain points, and expectations |
| The Value Proposition | Summarize various functional benefits, both tangible and intangible | Well-defined customer challenges solved through proposed benefits |
| The Value Proposition | Lays out the fundamental belief system | Telling words that speak to those principles and values |
| Personality Characteristics | Set parameters for brand expression | Descriptive words to express the many aspects of the brand’s personality |
| Direct Competition | Determine similarities shared and differences with your competitors | Key competitors who pursue the same customer |
| Model, Products, and Services | Explain what is offered and how | Major offerings that the brand is known for |
| Evidence | Establish your credibility | Evidence that communicates your value proposition |
| Greater Concept | Delivers the central concept behind your brand | A Short Explanation Or Phrase That Signifies The Concept |
Celebrations of Originality
For those who value rarity in its most authentic form, and for those who reject conformity and wish to cultivate their unique vision, OWDT would like to present Peerless Creation.
Peerless Creation is the only one of its kind, conceptualized and defined to offer something utterly unique. At OWDT, we take pride in creating websites like no other.
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