Corporate Branding Consultancy process chart

Define brand lexicon structure

Subsidiaries appoint brand champions to work
with the Corporate Branding Consultancy

Develop Mission, Vision & Values
in consensus in consultancy

Executive Committee workshop:
business leaders describe success and define
a branding lexicon with the consultancy

Sounding Board workshop: delegates from all
subsidiaries confess to strengths that they have in common

Agency write lexicon from Executive Committee
and Sounding Board output

Use Lexicon as criteria for corporate brand
decision making

Brand lexicon confirmed by Sounding Board

Executive committee use brand lexicon in facilitated session
to review existing corporate branding structure, Business Naming strategy and identity

Review brand architecture, identity, naming strategy,
strap line, and communication strategy against lexicon

Company Naming strategy defined

Corporate Identity brief developed

Corporate Identity designed

Implement and communicate to create
internal alignment

Corporate Identity and lexicon launched
to senior management teams

Brand Book distributed to all staff describing
Corporate Branding

Lexicon presented by local management to all staff

Company Identity Guidelines distributed

Web sites go live