Stage four: Creative realisation
Creative realisation gives tangible substance to your brand strategy. The creative realisation of the brand strategy is the bit your audience connects with - it’s the personality of your brand delivered through a voice and face.

Visual identity
The most obvious manifestation of a brand, the visual identity, is the primary means by which you create the right perception of your brand. People are emotional visual beings and, like it or not, they are primed to judge people and brands visually. The visual identity can only build the right perception when driven by your brand strategy. You have to know what you are trying to say to say it and be believable! Your brand creativity is the visual manifestation of the business intelligence.

Literal identity
People connect immediately through your brand’s visual identity, but if the rest of your communication doesn’t build on your perception strategy you can create confusion and subsequently, mistrust and customer churn. An integrated literal and visual identity creates a holistic message and a believable perception of your brand. Working in harmony with your visual expression, the literal communication adds gravity and substance to the perception.