# Brand Strategy

**Brand positioning, visual identity, and design system architecture**

## Brand Positioning Framework

### 1. Brand Foundation
- Mission: Why you exist
- Vision: Where you're going
- Values: What you believe
- Purpose: Your impact

### 2. Target Audience
- Demographics
- Psychographics
- Pain points
- Aspirations

### 3. Competitive Analysis
- Direct competitors
- Indirect competitors
- Market gaps
- Differentiation opportunities

### 4. Brand Positioning Statement
"For [target audience] who [need/want], [brand] is a [category] that [unique benefit] because [reason to believe]."

### 5. Brand Personality
- Voice and tone
- Character traits
- Communication style
- Visual aesthetic

## Visual Identity System

### Logo Design
- Primary logo
- Logo variations (horizontal, stacked, icon)
- Clear space requirements
- Minimum size specifications
- Incorrect usage examples

### Color Palette
- Primary colors (2-3)
- Secondary colors (3-5)
- Neutral colors
- Color meanings and usage
- Accessibility considerations

### Typography
- Primary typeface (headings)
- Secondary typeface (body)
- Type scale
- Font weights and styles
- Web fonts and fallbacks

### Imagery Style
- Photography guidelines
- Illustration style
- Iconography
- Graphic elements
- Image treatments

## Design System Architecture

### Component Hierarchy
1. Foundations (colors, typography, spacing)
2. Atoms (buttons, inputs, icons)
3. Molecules (form fields, cards)
4. Organisms (headers, footers, forms)
5. Templates (page layouts)
6. Pages (actual implementations)

### Design Tokens
```json
{
  "color": {
    "primary": "#0066CC",
    "secondary": "#FF6B35"
  },
  "spacing": {
    "xs": "4px",
    "sm": "8px",
    "md": "16px",
    "lg": "24px",
    "xl": "32px"
  },
  "typography": {
    "fontFamily": {
      "heading": "Inter",
      "body": "Inter"
    }
  }
}
```

### Component Library Structure
- Component documentation
- Usage guidelines
- Code examples
- Accessibility notes
- Design specs (Figma/Sketch)

## Brand Guidelines

### Voice and Tone
- Professional but approachable
- Clear and concise
- Empathetic and supportive
- Confident but humble

### Writing Style
- Active voice preferred
- Second person ("you")
- Contractions acceptable
- Industry jargon avoided

### Photography Guidelines
- Authentic, not stock-looking
- Diverse representation
- Natural lighting preferred
- Consistent editing style

### Social Media Guidelines
- Platform-specific adaptations
- Hashtag usage
- Emoji usage
- Response templates

## Implementation

### Brand Rollout
1. Internal launch (team training)
2. Digital assets (website, social)
3. Physical materials (business cards, signage)
4. Marketing campaigns
5. Brand monitoring and evolution

### Brand Governance
- Brand steward role
- Approval processes
- Usage audits
- Brand evolution strategy
- Trademark protection

## Measurement

- Brand awareness metrics
- Brand perception surveys
- Competitive positioning tracking
- Visual identity consistency scores
- Brand equity valuation