< 03 BRAND STRATEGY / 03.01 BRAND CODEX
Your Brand Codex™ is a living, breathing incarnation of your Core Values, your Strategic Priorities, and your Purpose. It will be your Northstar; an adaptive guide that will enable you to articulate the company’s vision, goals, strategies, core values, and value proposition with clarity and confidence. It will be used to facilitate realignment when things get blurry, and it can evolve as the company navigates growth, ever-changing global markets and emerging trends.
Key drivers contained in the Brand Codex™:
Core Values, Purpose, Strategic Priorities
Brand Aspirations, Sensories
Brand Attributes & Brand Values
Brand 360° Experience
Brand Voice & Tone
Key Messaging: Shareholders,
Tying In Your Why’s & Value Proposition
Communicating the why and how of things—why the company is heading in a certain direction; why certain strategies are implemented; how they will bring forth positive impact to both the company and customers; and HOW to adopt them—is extremely crucial to building brand value and achieving the company’s BHAG. The articulation of value, and means of delivery to shareholders, employees, customers, partners and vendors, must be consistent and clear. Effective communication (and sometimes over-communication) is mandatory for successful implementation of Strategic Priorities.
Legacy vs. Heritage vs. Innovation
Blind adherence to the way things were done in the past can be detrimental to the brand. The Brand Codex™ will be your brand barometer: a constant fluid-but-focused guide that will allow you to recognize what needs to be changed quickly and what needs to be adopted as the company heads full force towards an ever-changing competitive landscape.
Fluid-but-Focused Communication Strategy
The Brand Codex™ goes beyond your ordinary Brand Guidelines/Playbook. It will serve as a breathing manifesto, outlining rules of engagement:
What can and must not be compromised,
What initiatives will align with the company’s core values,
How to execute those initiatives/campaigns at a global scale,
and on what medium, when, and by whom those initiatives will be executed.