Planning

The development of strategic and tactical plans that deliver solutions to brand challenges. A good brand plan is thoughtful, creative and ever-evolving. It enables brand managers to constantly monitor brand performance and aligns the objectives of all branding efforts for maximum effectiveness.

Activation

The process of bringing a brand to life for consumers through communications, activity and experience. Activation efforts are designed to lead to interest, trial and loyalty.

Engagement

Internal branding programmes and activities designed to engage employees, partners and other stakeholders, by developing emotional and rational attachments with brands.

Guidelines

A set of rules and tools that guide all branding efforts. Useful in creating and building strong and consistent brands, elements typically incorporated include brand vision, brand positioning, brand values, brand identity, design rules and communication guidelines.