🟢Brand Expression

What is it?

Design where and how your brand is expressed across touchpoints.

Why it matters

Like the skeleton, this Part gives structure to how decisions show up in the world. It ensures consistency across touchpoints. When this part is strong, decisions are expressed clearly and coherently. When this part is weak, expression becomes fragmented, inconsistent, and harder to recognise or trust.

AoM Structure

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Section: 📍You are here

🟢Brand Expression

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Sub-section 1

Brand Messaging

Includes

Platform IdeaMessaging StrategyChannel Strategy (PESO)

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Sub-section 2

Brand Design

Includes

Creative PrinciplesVerbal IdentitySonic IdentityVisual IdentityDigital & Experience DesignPhysical & Spatial Design

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Sub-section 3

Brand Governance

Includes

Guidelines & SystemsBrand Codes & Distinctive AssetsInternal Comms & Briefing

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