Brand Name
Brand names are designed to be memorable and to convey an image. For example a project named "bill in an hour" as opposed to "sales to billing process and data enhancements phase II."Mission
A short slogan that explains the value of the project such as "save $3 million dollars by making the billing process faster."Vision
A vision is an inspirational story about the future that you don't necessarily need to achieve. For example, a project might paint itself as being a step towards completely automated operations.Values
Embracing and communicating a set of values or principles.Brand Legacy
Associations to the past such as a previously successful project.Brand Identity
Establishing a clear identity for the project. Brands are often thought of as taking on a personality and projects can be much the same. Is your project aggressive, controlled and valuable or confused, chaotic and doomed?Brand Positioning
Positioning the value of your project relative to other things that are going on.Brand Concept
Associating your project with easy to remember concepts such as a trendy new technology or business approach that everyone can intuitively grasp.Visual Branding
Visual symbols of a project such as an simple informational graphic that people can remember.Brand Image
A general emotion associated with a brand. Projects can also be associated with emotions such as change fatigue.Brand Recognition
People are more likely to buy a brand they recognize, even if they have no information about it. Likewise, people may be more willing to cooperate with a project they have heard about.Brand Awareness
Awareness is information that customers can recall about a brand. If people in your organization can remember a few facts about your project, you have brand awareness.Culture
The culture surrounding your project such as storytelling, norms, behavior, symbols and language.Moment of Truth
Moment of truth is a marketing concept that suggests that a customer's first purchase defines their impression of a brand. A project's moment of truth is typically its launch. In many cases, a project that experiences a number of issues is forgiven if in the end it delivers significant value.Brand Extension
Capitalizing on the success of a project by extending it with new phases that leverage your brand recognition and awareness.| Overview: Project Branding | ||
Type | ||
Definition | The use of branding techniques to improve project communications and stakeholder management. | |
Related Concepts | Project ManagementProject SponsorProject CommunicationsStakeholder ManagementBrand TheoryBrand RecognitionBrand Awareness | |
