From the course: Designing an Authentic Brand
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The need for a road map
- We're planning a trip to somewhere new. We will check out how to get there on our phone. We look at our options and pick the best route based on whether we are at driving, walking, or riding a bike. If it's a destination we're already familiar with, we might see if there are faster ways to get there or alternative ways if weather or construction are a factor. This is a simple illustration of the reasons why making a roadmap for your brand is so important. It helps you visualize your brand's course and allows all who see it to join you on that journey as well. There are many forms and varied definitions of a brand roadmap. I will take you through one that I think is the most visual and most important when communicating a general overall brand direction. The basics of this brand roadmap are brand building blocks, customer personas, what customers need, how do you meet that need, goals, strategy, tactics. Brand…
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