How to Evaluate Brand Identity Using Strategic Positioning


When it comes to developing a company’s visual identity system—the logo, color palette, fonts, imagery style, iconography, etc.—the criteria used to evaluate that new system is often fully disconnected from the underlying brand strategy that it should express. This disconnect can lead to a visual identity system that looks nice but rings hollow. This white paper provides detailed guidance on how to leverage your brand strategy when assessing design work, provide constructive feedback to your creative agency, and ensure that your visual system genuinely reflects and reinforces your strategic vision.

Download and learn how to:

  • Reframe your feedback in the context of your brand strategy
  • Use competitors as a canvas for testing design concepts
  • Use descriptive words to assess the alignment between strategy and design
  • Evaluate key design elements through a strategic positioning lens
  • Isolate and evaluate each component of the system against the brand strategy

This evaluation toolkit will help you to more confidently review, select and enhance visual identity concepts as they are presented to you.

Unlock this free article

Unlock this free article

To access this white paper, please complete the short form below.


We'd love to hear from you.

Contact