The Brand Identity System (BIS)
and its dimensions

Benefits of the BIS

  • A well-conceived BIS will lead to clarity in market offerings, create synergies between brand assets, ensure consistency (in tone of voice and messaging) and provide the necessary insights to develop brand innovation and scalable brand architecture. These in turn, will help you to manage brand building programmes and grow brand equity
  • An effective BIS will also save you time and money because your team needn’t reinvent the wheel each time you need to produce a new campaign or a different piece of collateral
  • The BIS will also ensure that you retain ownership of your brand, rather than leaving this in the hands of external agents who may come and go, causing brand equity to diminish along the way
  • Depending on how the process is managed (and on who you include in developmental processes) developing the BIS can be a wonderful team building opportunity and a great tool to help reach consensus among organisational members


Facilitate a 4hrs strategic discussion with key members with the aim of extracting relevant information and gaining consensus in relation to the development of a concise Brand Identity System (BIS), a brand portfolio strategy, a communication strategy and a digital strategy. Post-workshop analysis & contact report included.

Brand Identity System Development

This step involves establishing and refining the client’s brand essence
the tagline & brand positioning statement, its core identity definitions, its extende identity definitions (brand as organisation, brand personality, products & services, visual language & tone of voice) and its value proposition (based on functional, emotional, self-expressive benefits)


Brand Portfolio Strategy

Recommended strategic approach (branded house vs. house of brands)
Naming conventions and/or branded descriptors for up to 7 sub brands
Articulation of roles and key opportunities for each sub brand
A mood-board reference for each sub brand (personality)
Design of iconography that supports the brand architecture (this is optional and therefore presently excluded)

Communications strategy

Based on the insights from the workshops, review of research & online competitor research
Clearly articulates market dynamics & competitor landscape
Provides target market insights
Identifies key issues to be overcome and best communication responses to growth opportunities
Outlines the most appropriate route to market in relation to possible communication platforms across all touch points
Outlines brand positioning, brand focus and message hierarchy possible communication platforms across all touch points
Provides mood-board suggestions to support visual language


Digital Health Audit

During this phase we do primary & secondary research, we analyze  analytical digital reports. Services like digital audience pen profiles, the competitor landscape and the supply of the final audit in MS Word, PDF or PPT format.

Digital Strategy

Digital Insights
Digital Objectives (SMART)
Digital Positioning Statement & Message Design
Digital Mechanics, channel selection and Tools Breakdown
Digital platform design across all channel
Digital Strategy to leverage traction, likes, leads
Digital PR Strategy – digital influencers
Digital Concept
Supply final Strategy in MS Word, PDF or PPT format


Logo Refresh

This step includes logo design (includes 3 options), up to 3 sets of client changes and the up to 3 sets of client changes.

Brand Tool Kit Development

This includes Mood board development to determine the dimensions of the brand tool kit including: logo and tagline usage, specification of primary and secondary colour palettes and the image style (photography / illustration).  Also also included during the mood board development phase are up to 3 sets of client change.


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