Elements of a Brand

Advertising

Banner ads, Web
Co-op advertising
Direct mail campaigns
Outdoor ads, bus shelter
Outdoor ads, roadside
Outdoor ads, train station
Print ads, magazine
Print ads, newspaper
TV advertising
Vehicle ads, bus
Vehicle ads, taxis

Branded Merchandise

Computer cases
Golf shirts
Golf umbrellas
Hats
Keychains
Mugs
Notepads
Paperweights
Pens/pencils
Sweatshirts
Stuffed animals
Tote bags
T-shirts

Content

Copywriting
Content Development
Content Marketing
Content Reuse
Content Strategy

Exhibit Systems

Banners
Floor displays
Posters
Trade show booths/exhibits

Forms

Bills of lading
Checks
Contracts
Distribution
Estimates
Human resource materials
Invoices
Purchase orders
Return documentation

Identity Building Blocks

Business naming decision tree
Clear space requirements
Color: Primary and variations; positive, reverse, 4-color, 1-color
Corporate typefaces
Correct and incorrect usage
Editorial style
Graphic signatures
Key messages
Logo
Personality
Photo or illustration style
Positioning
Primary color palette
Primary lockup

Product naming decision tree
Product names/logos
Secondary color palette
Secondary trademarks
Sizes
Sub-brand logo system
Supporting elements
Supporting logo system
Tagline
Tone of voice
Typography style

Literature

Annual Report
Booklets
Brochures
Customer case studies
Executive briefs
Flyers
International communications
International formats
Product catalogs
Product spec sheets
Sales catalogs
Stockholder communications
White papers

Packaging + Merchandising

Digital Media Packaging
Hang tags
Product labels
Product packages
Shipping cartons
Shopping bags
Video cases and labels
Phone Systems
Greeting Standards
Primary Outgoing Message
Voicemail style

Publications

Business partner/dealer Customer magazine
Employee magazine
Magazine
External e-mail newsletter
External print newsletter
Internal e-mail newsletter
Internal print newsletter

Signage

Building identification
Corporate flag
Decals on glass
Directional/Wayfinding
Exterior facility signs
Interior facility signs
Lobby Directory
Floor identification
Stair identification
Room identification
Workspace identification
Restroom identification
In-store displays
Monument
Parking
Skyline
Site marker
Traffic control

Special Events

Print & Digital
Anniversaries
Charity sponsorship
Corporate Co-sponsorship
Product Launches
Sports sponsorship
Team or Games sponsorship

Stationery

Business cards, standard
Business cards, dealer
Business cards, international
Business cards, partner
Envelopes + Mail program
Fax covers
Internal memos
Labels
Letterhead system
Microsoft Office Templates
Notepads
Press releases
Proposal format
Report format
Stationery, co-branded

Uniforms

Contractor badges
Coveralls
Employee badges
Hard hats
Jackets
Lab coats
Seasonal uniform style
Security
Service hats
Shirts/ties
Visitor badges

Vehicle Graphics

Aircraft
Blimps/balloons
Buses
Containers
Ferries/ships
Plant vehicles
Security vehicles
Service + Delivery Vehicles
Train cars
Truck + Vehicle liveries

Web & Interactive

CMS administration
Content/editorial style
Corporate intranet
Corporate web site
Direct e-mail programs
Division/group sites
E-commerce site
E-mail style
Information design
Instagram Campaigns
Instagram Templates
Multimedia presentations
Presentation
Site design and interface
TikTok Templates/Standards
Training
User Manuals
Web page templates
Website Style Guides
Web advertising
Web Strategy