In addition to the above, the vision also includes intangible elements, providing an answer to the question. How does the organization go about “delivering a solution to the problem”? This is where culture, values and company personality comes into play. These are generally more challenging to understand, as they are often only experienced by clients during or after a service interaction.

Customers who interact with the organization, then forms an overall perception of value for the company services, interaction and relationship, in relation to other similar solutions or substitutes?

To understand the perception of value, the brand attributes, strengths and weaknesses must be measured. Since attributes can be perceived or real, and all are not equal, the relative importance of these also needs to be understood. Typically there are basic ones that are required to play in a particular industry, and then the ones that drive value. In addition, brand attributes often need to be categorized into, for example, company level, service level, category level, industry segment level, etc. The job of brand tracking is to closely monitor attributes, providing facts, data and support for the organization in strategic marketing (segmenting, targeting, positioning) and all its marketing communication (both internally and externally).

 The summary of all this is a brand system including:

• Brand Essence, Promise, Personality (culture) and Association
• A Message Architecture with Messages, Supporting Messages (or proof points)
• Communication guidelines (including social media)
• Visual Brand Identity guidelines (both print and online)
• Basic Attributes and Value Driver Attributes, grouped into some higher level categories such as the company, service, etc.
• Measurements and tracking of Familiarity, Consideration, Mindshare and the Net Promoter Score