The brand is the essence of any company, allowing it to deliver consistent messages via the targeted product manufactured, shared and distributed.  These messages will be based on the company's professional ability to produce a comprehensive document called Brand Reproduction Standards.

In order to arrive at it, another defining document is required and produced by specialists called Brand Guidelines and its Table of Contents looks like this:

1. Introduction
2. Vision
3. Brand Promise
4. Brand Character
5. Brand Positioning
6. Brand Message
7. Brand Voice
8. Target Market

The brand extends far beyond the logo; it represents the connection to all aspects of the company's business.  Professional managers can efficiently plan, develop and direct the marketing efforts for properly branded products and services.  They will coordinate all activities in production, sales, advertising, promotion, marketing research, purchasing, distribution, package development, and finance.

As people are hired with a background in marketing's functional core: advertising, research, consumer behavior and strategy, they will need to know, as will those who follow, what is “the brand”.

It is fundamental to a company's success that the brand is applied consistently and with a cohesive vision.  When consistently used, the essential brand elements work together to form a unified image in the minds of a targeted audience, while allowing flexibility as required to develop effective marketing strategies and business initiatives in the fture.  These changes evolve the brand to meet the needs of its growing consumer.

The essential brand elements include the logo, wordmark, stationary and web graphics, signs, advertising, marketing communications and overall content.