In the Brand Realisation stage the learning from the information harvest and the defined brand board are communicated through design and applied to communication formats. In this stage issues concerning the application of the marque, brand values and tone of voice can be raised and resolved before actual marketing communications material is produced.

The logo or marque is developed to reflect the brand values and market position (the feel of the final brand board selected). The strapline will need to support the brand values and clearly define the brands point of difference.

To understand how the brand will be applied across a range of marketing tools a selection of examples are designed such as a web site home page, business card, brochure cover, advertising concept. This marketing collateral illustrates how the brand values can be applied and the messages varied for different target audiences. The tone of copy will be applied within the brochures and in example adverts. Applications of the brand across these marketing materials will test the application of the brand.

To ensure the brand is consistently executed Brand Guidelines will need to be produced detailing the usage and constraints of the logo and strapline, typographical constraints, colour and image and tone of voice. Once the application of the brand has been tested detailed brand guidelines are developed to provide information when required to produce creative work within brand boundaries.

At this stage a marketing communications programme is written detailing the message, target audience and appropriate marketing tool.