Savvas Brand Guidelines | November 2019
02 Brand Strategy |
Creating a brand that audiences trust starts with
brand strategy. It’s the set of core elements that
shapes the way the brand is expressed: how it looks,
how it talks, and how it behaves.
Brand strategy has three parts. Each part answers
a fundamental question central to the brand identity.
Brand Strategy
Brand Overview
Audience Personas
Which audiences do we prioritize
and what matters to them?
Brand Positioning and Essence
What is the essence of our brand and what
are the core ideas that support it?
Brand Architecture
How do we organize our products and services
in relationship to our brand and to each other?