A connected system
Integrated branding brings strategy, visual expression and implementation together. Its purpose is to give a business a shared understanding internally and a consistent expression externally.
Strategy: establish direction
Possible modules include market and competitor research, audience insights, positioning, naming, a brand proposition, story, values and personality. These decisions provide a foundation for design.
Visual identity: express the strategy
The visual scope may include a logo, typography, colour and supporting graphics, together with packaging, branded spaces or a character where those are relevant.
Implementation: make the system usable
Brand and identity manuals document the rules. Production coordination, internal training and communications materials help the team put them into practice across print, websites and other channels.
When a connected approach helps
New brands, businesses renewing an established identity and expanding retail or restaurant chains can benefit from planning their touchpoints as one system.
Choose modules around real needs
Integrated branding does not mean commissioning every possible deliverable. Prioritise the missing foundations and important touchpoints. The client remains involved in strategic decisions, and implementation should be considered alongside the presentation.
English editorial edition, condensed from the original article.Read the full Chinese article ↗
