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A brand is not a logo.
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A brand is not a product.
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This is a brand.
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What
Over-simplified version of who we
are, what we do; not specific to
industry or solution; door-opener;
hook
Relative position in market landscape;how/where we fit what’s known
Elevator Pitch
CompetitivePositioning
Why
Summarizes business need and corevalue; sets up the product/solution
messaging
Core Value Proposition
Segmented messages by functionand industry; tailored but consistent
Outlines the technology or innovationfoundation under solutions; defines
evaluation criteria, drives differentiation
HowProduct /Solution Messaging
Technology Criteria & Differentiation(Bullets and Checklist)
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Shapes Have Meaning
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Colors Have Meaning
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blue
credibility
calming
clean
focused
professional
medical judicial
power
business
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green
organic
calming
natural
nurturing
instructional
educationecological
adventurous
youth
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red
war
power
strength
danger
desire
loveanger
passion
energy
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DOT Signage Standards
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RED: stop,danger, anger
Diamond:warning,
construction,incident
Uh oh!
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Primary Logo
I l
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