154 lines
3.0 KiB
Markdown
154 lines
3.0 KiB
Markdown
# Brand Strategy
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**Brand positioning, visual identity, and design system architecture**
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## Brand Positioning Framework
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### 1. Brand Foundation
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- Mission: Why you exist
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- Vision: Where you're going
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- Values: What you believe
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- Purpose: Your impact
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### 2. Target Audience
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- Demographics
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- Psychographics
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- Pain points
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- Aspirations
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### 3. Competitive Analysis
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- Direct competitors
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- Indirect competitors
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- Market gaps
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- Differentiation opportunities
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### 4. Brand Positioning Statement
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"For [target audience] who [need/want], [brand] is a [category] that [unique benefit] because [reason to believe]."
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### 5. Brand Personality
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- Voice and tone
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- Character traits
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- Communication style
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- Visual aesthetic
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## Visual Identity System
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### Logo Design
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- Primary logo
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- Logo variations (horizontal, stacked, icon)
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- Clear space requirements
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- Minimum size specifications
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- Incorrect usage examples
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### Color Palette
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- Primary colors (2-3)
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- Secondary colors (3-5)
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- Neutral colors
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- Color meanings and usage
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- Accessibility considerations
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### Typography
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- Primary typeface (headings)
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- Secondary typeface (body)
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- Type scale
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- Font weights and styles
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- Web fonts and fallbacks
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### Imagery Style
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- Photography guidelines
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- Illustration style
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- Iconography
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- Graphic elements
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- Image treatments
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## Design System Architecture
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### Component Hierarchy
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1. Foundations (colors, typography, spacing)
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2. Atoms (buttons, inputs, icons)
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3. Molecules (form fields, cards)
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4. Organisms (headers, footers, forms)
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5. Templates (page layouts)
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6. Pages (actual implementations)
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### Design Tokens
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```json
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{
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"color": {
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"primary": "#0066CC",
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"secondary": "#FF6B35"
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},
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"spacing": {
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"xs": "4px",
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"sm": "8px",
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"md": "16px",
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"lg": "24px",
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"xl": "32px"
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},
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"typography": {
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"fontFamily": {
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"heading": "Inter",
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"body": "Inter"
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}
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}
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}
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```
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### Component Library Structure
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- Component documentation
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- Usage guidelines
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- Code examples
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- Accessibility notes
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- Design specs (Figma/Sketch)
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## Brand Guidelines
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### Voice and Tone
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- Professional but approachable
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- Clear and concise
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- Empathetic and supportive
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- Confident but humble
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### Writing Style
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- Active voice preferred
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- Second person ("you")
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- Contractions acceptable
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- Industry jargon avoided
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### Photography Guidelines
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- Authentic, not stock-looking
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- Diverse representation
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- Natural lighting preferred
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- Consistent editing style
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### Social Media Guidelines
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- Platform-specific adaptations
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- Hashtag usage
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- Emoji usage
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- Response templates
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## Implementation
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### Brand Rollout
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1. Internal launch (team training)
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2. Digital assets (website, social)
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3. Physical materials (business cards, signage)
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4. Marketing campaigns
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5. Brand monitoring and evolution
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### Brand Governance
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- Brand steward role
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- Approval processes
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- Usage audits
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- Brand evolution strategy
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- Trademark protection
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## Measurement
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- Brand awareness metrics
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- Brand perception surveys
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- Competitive positioning tracking
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- Visual identity consistency scores
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- Brand equity valuation
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