CO U RT N E Y E L I S EO FO R S KI L L S H A RE

MARKETING:
How to Design
an Extensible
Brand Identity

Design Plan Workbook

PROJECT NAME

START DATE

END DATE
 MARKETING:
How to Design an Extensible
Brand Identity

Lesson 1: Understanding Brand Architecture

Use the blank space below to take any notes as you work. Then fill in the prompts on the
following page to complete the Lesson 1 steps in your design plan.

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MARKETING: How to Design an Extensible Brand Identity

Lesson 1: Understanding Brand Architecture

Use the space below to list your top 3 project goals, in order of importance.

List all brands included in your project.

Circle the brand architecture model that applies to your work.

BRANDED ENDORSED HOUSE OF HYBRID

HOUSE BRAND BRANDS

Create a simple infographic representing your brand architecture.

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MARKETING: How to Design an Extensible Brand Identity

Lesson 2: Identifying Constraints & Opportunities

Use the blank space below to take any notes as you work. Then fill in the prompts on the
following page to complete the Lesson 2 steps in your design plan.

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MARKETING: How to Design an Extensible Brand Identity

Lesson 2: Identifying Constraints & Opportunities

Use the space below to define your project’s constraints.

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MARKETING: How to Design an Extensible Brand Identity

Lesson 2: Identifying Constraints & Opportunities

Use the space below to define your project’s opportunities.

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15

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MARKETING: How to Design an Extensible Brand Identity

Lesson 3: Using the Consistency-Flexibility Spectrum

Use the blank space below to take any notes as you work. Then fill in the prompts on the
following page to complete the Lesson 3 steps in your design plan.

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MARKETING: How to Design an Extensible Brand Identity
Lesson 3: Using the Consistency-Flexibility Spectrum
Determine where your brand structure falls on the consistency–flexibility spectrum, and mark the spot.
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MARKETING: How to Design an Extensible Brand Identity

Lessons 4–6: Designing for Different Models

No matter what brand architecture model you are working with, the project steps are the
same. Use the blank space below to take any notes as you work. Then fill in the prompts
on the following page to complete the next steps in your design plan.

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MARKETING: How to Design an Extensible Brand Identity

Lessons 4–6: Designing for Different Models

Use the space below to define 1–3 strategies you will use in your design process.

Use the space below to list the tactics that you plan to use as part of your initial design process.

10

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 CO U RT N E Y E L I S EO FO R S KI L L S H A RE

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