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Brand building

Brand Identity (Wheeler)

Five phases of identity creation by Alina Wheeler.

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Visualization
1
Conducting Research
2
Clarifying Strategy
3
Designing Identity
4
Creating Touchpoints
5
Managing Assets
What it is

A process framework from research to asset management.

When to use it

When creating a new visual identity or a redesign.

How to apply

Follow linearly, but plan iterations within each step.

Source: Alina Wheeler — Designing Brand Identity

Related frameworks

Strategy
1
Where are we?
2
Why are we here?
3
Where could we be?
4
How can we get there?
5
Are we getting there?

Planning Cycle

Five strategy questions to ask yourself on repeat.

Brand building
CORE1Why — Purpose2How3What4Activation & Measures

Brand Purpose / Golden Circle

Start with why. Authenticity starts at purpose.

Brand building
BrandIdeaPositioningPersonality + ValuesReasons to Believe

Brand Identity

The brand's promise to customers — a consistent set of associations.

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.