This checklist evaluates core brand elements: mission/vision, values, personality, positioning, messaging, visuals, personas, and guidelines. Page 1 presents a matrix for assessing strengths, gaps, and improvement opportunities. Page 2 outlines Sagefrog’s six-step brand identity process—discovery, interviews, workshop, brand brief, final product, and activation—highlighting its structured approach to research-driven branding. It also notes types of brand identities (company, product, employer, influencer). The tool helps ensure consistent, compelling branding across touchpoints.

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