SFSPL Global Resource
Brand Foundation Checklist
A practical review of the strategic inputs required before identity or campaign work begins.
01
Position
- Primary customer is defined
- Relevant category and alternatives are understood
- Distinctive value is articulated
- Important claims can be supported
02
Expression
- Desired personality and tone are clear
- Visual choices have a defined role
- Core messages are consistent
- Identity can operate across required environments
03
Ownership
- Source files and usage rights are documented
- Approval authority is named
- Brand rules are accessible
- A process exists for future updates