The entire branding elements should be consistent and guarded as the way you do with your product trade secrets.

Most marketers labelled their branding activities in many forms; some called it the Brand Bible while others call it Brand System.  Similar to other brand strategist, I referred mine as Brand DNA.  Parallel to Human DNA, it contains the instructions for a branding structure and function. It is the blueprint for how the brand runs, reproduces, builds, evolves, and every other functions necessary for branding life. Read more