Chapter 5

The Brand Map

The brand map (see Figure 5.1) was designed to show at a glance how every part of your organization is connected to the process of building and maintaining a strong brand. It will help you visualize how all the areas of your company are connected and can work together to reinforce the brand experience. The brand map will also help you organize how you will promote the brand at every touch point in your organization.

Your own brand map might differ slightly from our example, based on the nature of your business. In addition, most of the business activities we show on this map extend out in greater detail. We only demonstrate this greater extension in the “logo” example, even though most every example has more depth and ...

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