A Picture is Worth More Than a Thousand Words
While a creative brief may, in 500 words, provide a critical outline for the character and position of a brand, supplementing this statement with visuals creates a much deeper and comprehensive depiction. You may know it’s critical to identify your brand, for example an authenticity of spiritĀ or a soaring self-confidence and pride but what exactly does that look like? What are the attitudes, energies, characters, and textures that truly create a unique expression? The visual articulation of a positioning or strategy helps to drive marketplace differentiation. Further, a visual expression provides a template for the execution of brand strategy in advertising, print, packaging, merchandising, Web site, etc. The end result is a cohesive expression of a brand across multiple consumer touch points.
