Identity that guides decisions.
Bom Identity™ defines the organisation and brand as a single source of decisions: their foundation, value model, market position, and verbal and visual system.
It connects strategic definition with the rules through which it is expressed. It establishes language, claims and slogans, copy, key visuals, marks, typography, colour, icon systems, a design system and collateral, so that subsequent assets follow from shared meaning and can evolve without losing identity.
Choose the situation. See the tool.
Each situation leads to a specific format of work and the outcome it creates. The right-hand column identifies the tool and what it organises.
A new brand requires a foundation
An organisation is starting or entering a new direction and needs a written definition of itself.
The offer needs to be sorted out
Scope, value and price exist in several versions at the same time.
The assumptions need to be confirmed by the market
The brand and model definition is ready, but its validity remains unrecognized.
Communication requires one language
Team, materials, and sales all speak to value in different ways.
The brand gets involved in the materials and the campaign
The foundation exists and the work moves into form and media.
Four steps that close the loop.
The core covers brand foundations and the business model, then tests both through market analysis; the conclusions return to steps one and two. Step four closes the loop so the definition is validated by the market.
Brand foundations
Mission, vision, values, promise, ethos, pathos, logos, language of values, quality standard and direction of the customer relationship.
Business model
Value proposition, offer structure, customer segments, relationships, channels, revenue model, pricing logic, resources and partners.
Market verification
Industry context, trends, competition, market needs, category tensions, benchmarks, market language, opportunities and risks.
Core update
Correction of the promise, segmentation, offer, pricing logic, positioning and value language based on analysis data.
Value needs definition.
Scope of work.
The foundation of the organisation
The brand's meaning, values, promise, quality standard and the direction of the customer relationship.
Value model
Offer, segments, relationships, channels, pricing, revenues, resources, partners and value structure.
Market verification
Market, competition, category, benchmarks, standards, market language and positioning potential.
Core update
Clarification of the promise, offer, segments, pricing logic and value language after analysis.
Meaning acquires its own language and form.
Bom Identity™ designs the brand's foundation and the system through which it can be recognised, applied and developed. This layer establishes rules, components and reference assets. Bom Creation™ takes over when specific publications, interfaces, campaigns or production materials need to be developed.
System boundary · Identity defines meaning and rules. Creation materialises them across subsequent formats and channels.
Verbal strategy
Naming, claims, slogans, key messages, tone of voice, vocabulary and copy rules for the offer, sales and communication.
Visual identity
Mark, typography, colour, composition, photographic direction, key visuals and the rules for building a recognisable presence.
Graphic systems and icons
Icon families, patterns, information graphics and rules that allow subsequent elements to be developed as part of one language.
Design system
Tokens, layouts, components, states, information hierarchy and responsive rules governing websites, applications and digital tools.
Collateral design
A design framework for presentations, documents, proposals, sales materials, packaging, publications and the brand's presence formats.
Asset governance
Source files, asset library, variants, usage rights, ownership, approval and versioning required for further development.
Levels of work and entry products.
Naming
Developing a name along with justification of its meaning and checking its availability in the category.
Value proposition
Value proposition along with the structure of the offer, audience segmentation and pricing logic.
Tone of voice
Principles of brand speaking: register, dictionary, argumentation and standard of communication in materials.
Personas
Developing audience profiles along with the decision-making context, need and language they speak.
Brand Identity Sprint
A focused cycle covering the foundation, visual direction and tone, closed with a brief submitted for materialisation.
Bom Identity™ Core
The core in terms of two definitional segments: brand foundations and business model. Market analysis remains a separate scope.
Bom Identity™ Verified
Full core: foundations, business model, market analysis as verification and update of both segments along with transfer briefs.
The thresholds constitute the valid working catalogue. Annotated levels remain in owner calibration. The market reference point for the full scope of brand strategy in a national agency is approximately PLN 50,000.
The language of value, recorded for use.
The Quotebook collects the sentences a brand uses to speak about its value, together with rules for using them in materials, offers and sales conversations. Language extensions cover additional publication languages.
The source of the tone are the archetypes of the Sage and the Creator. The first is responsible for the precision and order of the argument, the second for the form and readiness to make the first move.
A validated foundation feeds the next system.
Bom Blueprint™
Developing the core into a full operational architecture: operational and marketing strategy, development and expansion.
↗︎Bom Creation™
Materialisation of identity in identification, website, campaign and sales materials.
↗︎Bom Flow™
Designing the flow of value through the sales process, experience and touchpoints.
↗︎Bom Runtime™
Keeping the foundations, offer and model up to date with inspections.
↗︎The documented core works through every piece of material.
The calibration conversation diagnoses the situation, names the priority and establishes a proportionate scope for the first move.