Digital Brand Board

Definition

A digital brand board is the digital branding work product produced during the digital brand production task that consists of a collage of brand-related information that informally documents the customer organization’s proposed new digital brand.

Objectives

The typical objectives of a digital brand board are to:

• Capture the character and essence of the customer organization's proposed new digital brand.
• Act as a visual and emotional expression of the customer organization's digital brand.

Benefits

The typical benefits of a digital brand board are:

• It communicates the digital brand at a visual and emotional level.
• It makes it easier for the user experience team to design human interfaces that conform to the digital brand.

Contents

The typical contents of a digital brand board are digital brand appropriate:

• Logo
• Tag line
• Images (e.g, photographs)
• Artwork
• Standard colors (samples of colors)
• Standard typography (samples of fonts)
• Customer organization's core values (e.g., dependability, quality, entertainment)
• Sample phrases capturing the brand's voice (e.g., seriousness, fun)
• Metaphors

Stakeholders

The typical stakeholders of a digital brand board are:

• Producers:
  • Digital Branding Team
• Evaluators:
  • Strategy Inspection Team
• Approvers:
  • Technical Leader
  • Project Manager
  • Customer Representative
• Maintainers:
  • Digital Branding Team
  • User Experience Teams
• Users:
  • Digital Branding Team, which uses it to develop the digital brand strategy.
  • User Experience Teams, which uses it to develop the digital brand prototype and when designing application human interfaces.

Phases

• Business Strategy: Completed
• Business Optimization: Maintained
• Initiation: Maintained (or Completed if not completed earlier)
• Construction: Maintained
• Delivery: Maintained
• Usage: Maintained
• Retirement: Archived

Preconditions

A digital brand board typically can be started if the following preconditions hold:

• The business strategy phase has started.
• The digital branding team has been staffed and trained in digital branding.

Inputs

The typical inputs to a digital brand board include:

• Work products:
  • Customer Brand Analysis
  • Competitor Brand Analysis
• Stakeholders:
  • Branding domain experts
  • Customer organization marketing personnel
  • Digital Brand strategist

Guidelines

• This is a living document that is developed incrementally and iteratively in parallel with other documents (e.g., Digital Brand Identity Statement).
• This document is typically promenently displayed on the wall in the areas of the branding strategy team and the user experience team.

Conventions

A digital brand board is typically constrained by the following conventions:

• Inspection Checklist

Examples

• Example Digital Brand Board