Promise-to-Perception

The organization decides what its brand stands for, how it looks and how it sounds, and then holds the published material to that standard. A run starts when a change in strategy or in the market is big enough that leadership reopens the positioning, when an agreed change to the identity or the voice has to be written into the guidelines, when the audit or the brand tracker falls due, or when something needs a name. The processes here settle the position and the promise, build the visual system and the logo, write the voice as numbered rules a scoring agent can pass or fail material against, publish the guidelines and the asset kit, and carry a new identity across every page, template and registration the organization already holds. The brand audit samples what has already been published and names every place it has moved away from the standard, and the brand tracker asks people outside the organization what they have heard of and what they believe the brand stands for. A run finishes when the brand owner, legal and leadership have signed a numbered version and every process that scores material has been told which version now applies.