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Capability Library


Managing and creating branding and identity

Managing and creating branding and identity

Related Terms:

This capability involves managing and developing the overall brand image and identity of an organization. It includes defining and maintaining brand guidelines, creating brand assets, such as logos and visual designs, and ensuring brand consistency across all communication touch points to establish a strong and recognizable brand presence in the market.

Beginner competence definition

A beginner at managing and creating branding and identity has a basic understanding of the company’s brand and visual identity. They are able to assist in developing and executing branding and identity plans with guidance from more experienced team members. This includes tasks such as creating basic branding guidelines and executing minor design tasks.

Intermediate competence definition

At an intermediate level, professionals are able to lead the development and execution of branding and identity strategies that align with the company’s overall marketing and business objectives. They can create and implement a comprehensive set of branding and visual identity guidelines, develop messaging and positioning that resonate with the company’s target audience, and collaborate with internal and external partners to ensure consistent brand expression.

Advanced competence definition

Advanced-level professionals are able to provide strategic counsel to the company’s leadership on branding and identity. They can lead cross-functional teams in developing and executing comprehensive branding and identity strategies that optimize brand recognition, differentiation, and customer loyalty. They are also able to leverage emerging trends and best practices in branding and identity to optimize impact and drive results.


Managing and creating digital communications


Managing and creating public relations

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