Situation
Identify the event, tension or decision that activates the system.
BomIdentity™
An identity system that structures brand foundations, value language, promise, communication tone, relationship standards and visual direction.
DEFINE
01 / HOW TO USEBom Identity™ / DEFINE
The playbook leads from the situation to transfer.
The document supports scope preparation, system accountability and verification of material completeness before the next layer assumes the work.
Entry contract
Confirm the source material, decision owner, people required for the process and stated outcome.
Accountability layers
Run each layer as a distinct analytical and operating function with its own outcome.
Transfer
Verify the artefacts, decision status, conditions for assuming the work and the system accountable for the next scope.
00 / CONTENTSBom Identity™ / DEFINE
A map of functions, material and accountability.
Each layer remains distinct: it addresses a different type of decision, outcome and condition for further use.
02 / DEFINITION AND ROLEDEFINE
Bom Identity™ governs brand decisions across language, behaviour, form and daily use.
Bom Identity™ establishes the principles that enable a brand to speak, choose, design, hire, sell and develop from one coherent logic.
02.1 / OPERATING DEFINITIONBom Identity™ / DEFINE
Brand meaning becomes one standard for decisions and presence.
Bom Identity™ defines the business from within: its foundation, value, model and market rationale.
The system defines what the organisation is, the value it creates, the model that carries that value and how this definition operates in contact with the market. Language, tone and visual direction develop from this foundation.
The core connects brand foundations with the business model, verifies both through market analysis and then updates the promise, offer, segmentation, positioning and value language.
03 / ENTRY CONDITIONSBom Identity™ / DEFINE
The engagement contract defines the material, mandate and outcome.
The scope follows from the weight of the decision, organisational readiness and the quality of the source material.
Activation situations
- building a new brand, personal brand or expert offer
- preparing the rollout of materials and assets
- strengthening value language, recognition and relationship standards
- integrating communication, visual expression and brand behaviour
Input material
- perspective and strategic decisions
- mission, vision, values, promise and offer
- existing language, materials and brand experience
Engagement outcome
- a clear identity system
- visual, verbal and behavioural principles
- a foundation for brand materials and further rollout
04 / ENTRY SITUATIONSBom Identity™ / DEFINE
The situation leads to a proportionate outcome.
Each situation indicates a different decision weight, source material and scope of system accountability.
A new brand requires a foundation
The organisation is starting or entering a new direction and requires a documented definition of itself.
OUTCOMEBrand foundations and the business model recorded as one coherent structure.
The offer requires structuring
Scope, value and price operate in several versions at the same time.
OUTCOMEA value proposition together with the offer structure and pricing logic.
Assumptions require market validation
The brand and model definition is ready and requires market validation.
OUTCOMEMarket analysis that updates the foundations, model and position.
Communication requires a shared language
The team, materials and sales describe value in different ways.
OUTCOMEValue language with principles for use in materials and conversation.
The brand moves into materials and campaigns
The foundation exists and the work moves into form, media and daily use.
OUTCOMEVisual direction, tone and a transfer brief for Bom Creation™.
05 / SYSTEM MODELBom Identity™ / DEFINE
Accountability layers.
Each element retains its own analytical and operating function and transfers a defined outcome.
DNA
Mission, vision, values and promise form the basis for communication, relationship and creative decisions.
Language
Tone, vocabulary, argumentation and communication standards structure how value is explained.
Behaviour
Relationship standards, client experience and principles of presence establish the culture of contact with the brand.
Form
Visual direction, compositional rhythm and usage rules translate brand meaning into implementation.
06 / BRAND GOVERNANCEBom Identity™ / DEFINE
Brand governance.
The sequence structures the dependencies between source material, development, decision and further use.
Ethos
Principles, values and standards of responsibility.
Logos
Argumentation logic, promise and value language.
Pathos
The emotion of the relationship, tone of contact and client experience.
Form
Visual direction, the rhythm of materials and a culture of use.
07 / SCOPE OF RESPONSIBILITYBom Identity™ / DEFINE
The scope defines the functions governed by the system.
The system boundary follows from the type of decision and the outcome to be assumed by the organisation or the next Bom Dia Creation™ layer.
Scope of work
- visual logic and direction of form
- communication tone and verbal layer
- brand behaviours and its manner of presence
- rules for use across materials, content and channels
- a foundation for brand materials and asset rollout
Completeness conditions
- a clear identity system
- visual, verbal and behavioural principles
- a foundation for brand materials and further rollout
08 / ARTEFACTS AND DOCUMENTATIONBom Identity™ / DEFINE
Every artefact retains a function in the wider architecture.
Bom Identity™ system
The approved brand and business core: meaning, value, promise, model, position and decision criteria.
Visual principles
Direction for form, composition, typography, imagery and relationships between brand elements.
Verbal layer
Tone, vocabulary, argumentation, value language and examples of use in key situations.
Brand behaviour standard
Principles governing relationships, client experience, conversation and brand presence.
Rules for daily use
Roles, areas of application, update conditions and criteria for material coherence.
Transfer brief
Material transferring Bom Identity™ decisions into Bom Blueprint™, Bom Creation™, Bom Flow™ or Bom Runtime™.
09 / QUALITY GATESBom Identity™ / DEFINE
Completeness is confirmed across seven distinct layers.
The assessment covers value, source material, decision, dependencies, documentation, learning rhythm and readiness. Each layer retains its own criterion.
Value
The material identifies the value activated, protected or structured by the system and the mechanism leading to that value.
Source material
Sources, context and information status make the basis of the work and the scope of accepted findings traceable.
Decision
Every resolution has an owner, status, rationale, consequences and a defined point for reassessment.
Dependencies
The effect of the decision on other layers, systems, roles and materials is recorded before transfer.
09.2 / QUALITY GATESBom Identity™ / DEFINE
Readiness follows from documentation, rhythm and conditions for assuming responsibility.
The final part of the assessment proceeds from the governing version through the update mechanism to an outcome ready for further use.
Documentation
The governing version has a defined location, name, owner, date and relationship to dependent materials.
Rhythm and learning
Reviews, quality signals and usage data guide updates to decisions and source material.
Readiness
Conditions for completeness, acceptance and assumption of responsibility confirm that the outcome is ready for further use.
09.3 / FUNCTION → EFFECTBom Identity™ / DESIGN
From each function to a concrete result.
Bom Identity™ turns the organisation's meaning into a shared standard for decisions, relationships, language and form.
DNA
- Agency delivery
- Identity foundations covering meaning, values, promise and the criteria that govern brand choices.
- Concrete effect
- The organisation gains one stable basis for deciding what belongs to the brand.
- Why it matters
- A shared identity basis reduces subjective drift across leadership, teams and suppliers.
- Bom Blueprint™ placement
- 02
- Further use
- Use the criteria in language, behaviour, form and offer decisions.
- Acceptance evidence
- Meaning, values, promise, boundaries and decision owners are accepted and versioned.
Language
- Agency delivery
- Verbal layer, Quotebook, value language and rules for everyday use.
- Concrete effect
- Teams can describe the same value with recognisable and context-appropriate language.
- Why it matters
- Shared language connects positioning, offer, sales and service experience.
- Further use
- Transfer approved language into products, materials, touchpoints and scripts.
- Acceptance evidence
- Named examples, prohibited distortions, owners and review rules are recorded.
09.4 / FUNCTION → EFFECTBom Identity™ / DESIGN
Why the result matters and what it activates.
Each function ends with an accepted result, a stated business reason and a named route for further use.
Behaviour
- Agency delivery
- Relationship standard describing how the brand chooses, responds, sells, collaborates and resolves tension.
- Concrete effect
- The promise becomes observable in contact with clients, partners and collaborators.
- Why it matters
- Trust follows the consistency between declared values and repeated conduct.
- Further use
- Embed the standard in sales, onboarding, delivery, feedback and offboarding.
- Acceptance evidence
- The standard names expected conduct, accountable roles, escalation and review conditions.
Form
- Agency delivery
- Visual direction, system principles and implementation rules for the brand's material presence.
- Concrete effect
- Materials remain recognisable and coherent across formats and responsible creators.
- Why it matters
- A governed visual system preserves identity while the asset family expands.
- Further use
- Transfer the approved direction into Bom Creation™ and channel-specific implementation.
- Acceptance evidence
- Principles, examples, asset rules, owners and exceptions are documented.
10 / ORGANISATIONAL OUTCOMESBom Identity™ / DEFINE
Organisational capabilities after completing the system.
The outcome comprises the decision, ready-to-use material, maintenance conditions and the relationship with the next system accountability.
A recognisable language of presence and a culture of form grounded in documented principles.
Shared rules for communication, materials and relationships.
One foundation for websites, catalogues, presentations and publications.
An identity system prepared for consistent development.
11 / QUOTEBOOK RECORDS VALUE LANGUAGE FOR USEBom Identity™ / DEFINE
Quotebook records value language for use.
Quotebook gathers statements, concepts, arguments and rules through which the brand describes its value. Each element receives a function, place of use and responsibility for updating.
Value statements
Statements ready for use in the offer, sales materials, conversation and brand communication.
Brand vocabulary
Proprietary concepts with their definition, scope of meaning and area of application.
Argumentation
An argument sequence that leads the audience from recognising the situation to understanding value and making a decision.
Usage principles
The defined channel, context, variant and person responsible for maintaining currency.
Language extensions
Versions in subsequent publication languages that retain the register, mechanism and source meaning.
12 / SYSTEM TRANSFERBom Identity™ / DEFINE
Relationships with the other systems.
The transfer identifies the material passed forward, its status, function and conditions for assuming responsibility.
Bom Perspective™
calibrated context and direction
→Bom Blueprint™
connection of identity with the business model and operations
→Bom Creation™
materialisation of identity in assets and experiences
→Bom Flow™
brand language embedded in the route of choice and contact
→13 / CONTEXT AND CONTINUITYBom Identity™ / DEFINE
Principles for daily use.
Bom Identity™ establishes the rules through which publications, presentations, websites, catalogues, sales assets and daily communication develop the same brand logic.
END / Bom Identity™ / DEFINEBom Dia Creation™
The point of entry follows from the current context.
The conversation calibrates the scope, decision owner, success criteria and implementation readiness.
weare@bomdiacreation.com ↗