The objective of this stage is to define the dynamics of the brand and the marketplace and develop the most effective verbal and visual branding route.

From the information gained at the information harvest stage target audience, messages, and brand values can be defined. Success factors of competitors and insights into attitudes can be explored and a visual articulation of the brand over several brand boards can be produced.

A range of boards are developed each rationalised to the TO-BE brand values but each with an emphasis of a different brand value to give an alternative approach/feel.

The components of the brand boards will include:

• Name and sub-names
• Logo
• Strapline
• Colour
• Imagery
• Typography
• Values in words
• Positioning
• Tone of voice
• Iconography

At the end of this Visual Articulation stage one board will have been developed and this will define the vision for the brand.