Digital Branding Work Products

Definitions

Digital Branding Work Product

a work product that may be produced during the digital branding activity

Digital Branding Set of Work Products

the cohesive collection of digital branding work products

Work Products

Documents

The OPF repository contains the following set of predefined digital branding documents:

• Customer Brand Analysis,
  which is produced during the customer brand analysis task and which informally documents the results of the analysis of the customer organization’s existing brand.
• Competitor Brand Analysis,
  which is produced during the competitor brand analysis task and which documents the results of the development organization’s analysis of the competitor organizations' existing brands.
• Digital Brand Board,
  which is produced during the digital brand production task and which consists of a collage of brand-related information that informally documents the customer organization’s proposed new digital brand.
• Digital Brand Description Document,
  which is produced during the digital brand production task and which documents the proposed new digital brand identity of the customer organization’s business enterprise.
• Digital Brand Prototypes,
  which is produced during the digital brand production task that consists of a paper or digital prototype capturing the essense of the customer organization’s new digital brand.
• Digital Brand Communication Plan,
  which documents the plans for communicating the new digital brand.

Standard Reusable Files

The OPF repository contains the following set of predefined digital branding standard reusable files:

• Graphic images for both workstation and laptop monitors as well the limited screen space for mobile wireless devices:
  • Logos (e.g., gif and jpeg files)
  • Trademarks, salesmarks, and tag lines (e.g., gif and jpeg files)
• Sound files (e.g., jingles, spokesperson reading tag line)
• Cascading Style Sheets (CSS) defining HTML typography

Dependencies

The following figure shows the developmental dependencies between the digital branding work products. The first work product at the start of an arrow typically has to be started before (but not necessaily finished before) the second work product at the end of the arrow, and the contents of the first work product influence the content of the second work product.

Guidelines

• These work products are only useful if the customer organization requires a new digital brand for its applications.
• Different endeavors require different processes, which in turn will require different management work products.
• Every endeavor does not require the production of every management work product.
• Select only those management work products that are appropriate for the endeavor.
• Selected management work products should be:
  • Relevant.
  • Useful.
  • Usable.
  • Cost-effective.