Brand positioning
Brand positioning refers to the unique value that a brand presents to its customer. It is a marketing strategy brands create to establish their brand identity while conveying their value proposition, which is the reason why a customer would prefer their brand over others.

Brand audit
A brand audit is a checkup that evaluates your brand's position in the marketplace, its strengths and weaknesses, and how to strengthen it. A brand audit should cover three areas: Internal branding — your brand values, mission, and company culture.

Competitor research
Competitor research is the process of identifying your competitors, finding out what their strengths and weaknesses are, and evaluating their products or services. It helps you understand the market and find ways to differentiate your business.

Market research
The term market research refers to the process of evaluating the viability of a new service or product through research conducted directly with potential customers.

Internal alignment
Bring all staff up to speed with the new identity so that they are aware of the reasons behind especially a re-brand. Uninformed personnel may inadvertently sink a re-brand before it could even start fulfilling a desired outcome.

Logo design

The golden rules of logo design are:

1. Simplicity: A good logo should be simple and easy to understand. ...
2. Memorability: A good logo should be memorable and easy to recognize. ...
3. Versatility: A good logo should be versatile and able to be used in a variety of mediums and sizes.

Name development
There are 7 types of brand names:

• Descriptive Brand Names. Descriptive names are those that explicitly convey the product or service offered by a company. ...
• Evocative Brand Names. ...
• Invented Brand Names. ...
• Lexical Brand Names. ...
• Acronymic Brand Names. ...
• Geographical Brand Names. ...
• Founder Brand Names.

CI development
Creating a corporate identity is a strategy that companies use to identify and appeal to their target audiences. With an identity established, an organization can shape the public's perception of it, promote its values more effectively and more efficiently direct its marketing campaigns.

CI guide design
What should be included in a CI guide?

1. Definition and philosophy. Before creating a style guide you must be well aware of the brand. ...
2. Moodboards. ...
3. Logos. ...
4. Corporate Colors. ...
5. Typographic system. ...
6. Photographs and graphic elements. ...

Digital CI assets

• Your brand logo (along with all its different variations)
• Brand guidelines which often come in the form of a PDF
• Fonts and colour palettes specific to your brand
• Brand-approved templates and marketing materials