Digital Branding Team

Definition

Digital Branding Team

any team that produces the digital brand identity of the customer organization’s enterprise

Classification

As illustrated in the preceding figure, the Digital Branding Team method component is part of the following inheritance hierarchy:

• Type: Concrete
• Superclass: Strategy Team
• Subclasses:
  • None

Responsibilities

A branding strategy team typically has the following team-specific responsibilities:

• Produce the customer organization’s new digital brand identity.

A digital branding team typically inherits the general team responsibilities from the team process component.

Roles

A digital branding team typically consists of persons playing the following roles:

• Digital Brand Strategist,
  who leads the branding strategy team, performs customer and competitor brand analysis, and produces the digital branding strategy.
• Business Strategist,
  who performs customer and competitor brand analysis.
• Technical Writer,
  who documents the new digital brand.

Tasks

A digital branding team typically performs the following team-specific tasks in an iterative, incremental, parallel, and time-boxed manner:

• Digital Branding:
  • Customer Brand Analysis
  • Competitor Brand Analysis
  • Digital Brand Production
  • Digital Brand Documentation

A digital branding team typically inherits the common team tasks from the team process component.

Work Products

A digital branding team typically produces all or part of the following work products:

• Digital Branding:
  • Interview Notes
  • Digital Brand Board
  • Digital Brand Prototype
  • Customer Brand Analysis
  • Competitor Brand Analysis
  • Digital Brand Description Document
  • Digital Brand Communication Plan

Guidelines

• This team primarily exists only during the business strategy phase.
• This team may be combined with the other strategy teams if only a minimal amount of strategy work is to be done.
• There is no need to construct an instance of this class if:
  • No digital brand is required (e.g., the application has no human interface or the application is internal use only whereby the users are employees of the customer organization).
  • A quality digital-brand already exists.