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15 Types of Project Branding

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Project branding is the use of marketing techniques to create a unique brand for a project. This is typically intended to generate political capital, recognition of achievements and to built momentum for change. The following are branding techniques that can be applied to projects.

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."


A short slogan that explains the value of the project such as "save $3 million dollars by making the billing process faster."


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.


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.


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
The use of branding techniques to improve project communications and stakeholder management.
Related Concepts

Project Management

This is the complete list of articles we have written about project management.
Acceptance Criteria
Acceptance Testing
Actual Cost
Basis Of Estimate
Behavioral Requirements
Burndown Chart
Change Control
Change Control Board
Change Fatigue
Change Request
Concept Note
Cone Of Uncertainty
Corrective Action
Cost Baseline
Cost Contingency
Cost Control
Cost Overrun
Cost Variance
Defect Density
Definition Of Done
Document Control
Earned Value
Estimate At Completion
Estimate To Complete
Feasibility Analysis
Fudge Factor
Full-Time Equivalent
Human Factors
Issue Management
Lead Time
Lessons Learned
Level Of Effort
Opportunity Study
Out Of Scope
Parametric Estimate
Phased Implementation
Planned Value
Program Management
Project Charter
Project Communication
Project Complexity
Project Concept
Project Controls
Project Failure
Project Goals
Project Management
Project Metrics
Project Planning
Project Productivity
Project Proposal
Project Risk
Regression Testing
Requirements Quality
Return On Investment
Risk Register
Schedule Baseline
Schedule Chicken
Scope Baseline
Scope Creep
Set Up To Fail
Smoke Testing
Stakeholder Management
Statement Of Work
Story Points
Use Case
User Stories
Variance Analysis
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Project Risk

A list of common project risks.

Project Management Basics

A list of basic project management techniques.


A definition of workaround with examples.

Stakeholder Management

An overview of project stakeholder management with examples.

Action Plan

A definition of action plan with examples.

Cost Overrun

The primary types of cost overrun.

Document Control

The definition of document control with examples.

Project Oversight

A guide to project oversight.

Design-Driven Development

A definition of design driven development with examples.


A list of steps for building a brand.

Bliss Point

An overview of bliss point, a marketing principle.

Brand Recognition vs Brand Awareness

The difference between brand recognition and awareness explained.

Branding Guide

An overview of 20+ common branding techniques.

No-brand Brand

An overview of a common branding strategy.

Brand Diffusion

A definition of brand diffusion with an example.

Brand Loyalty

A definition of brand loyalty with examples.

Lifestyle Brand

A definition of lifestyle brand with examples.

Visual Branding

Common types of visual branding.

Brand Implementation

Common types of brand implementation.
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