V Skill HF-D8.3-004 cross-sector 9 skills

Applying brand positioning and visual identity

Determines or safeguards what the brand stands for and ensures that language, imagery and behaviour in communications match it.

How hrmforce measures this

A collection of prior work or results, assessed against fixed criteria.

Level	Behaviour at this level
N1 Guided	Uses the prescribed logos, colours and templates and checks with others when in doubt about a publication. works under supervision and follows instruction · routine, one variable at a time · own task
N3 Proficient	Tests publications from team and suppliers against the brand principles and corrects deviations with an explanation. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process
N5 Leading	Recalibrates the brand positioning of the organisation and sets the guidelines all publications must meet. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession

N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.

These skills inherit the assessment route and the behavioural anchors of this construct.

T	Skill	Definition	Demand outlook 2026 to 2030
V	Applying the visual identity Brand guidelines	Uses prescribed colours, fonts, logos and layout rules consistently in all communications.	stable
V	Writing the brand story Brand storytelling	Writes the story of origin, purpose and promise of the brand in language that resonates.	stable
V	Defining tone of voice Tone of voice	Determines and describes how the brand writes and speaks, with examples of do and do not.	stable
V	Determining brand positioning Brand positioning	Formulates what the brand stands for, who it is for and how it distinguishes itself.	stable
V	Safeguarding brand guidelines Brand governance	Checks communications of colleagues and agencies on brand use and addresses deviations.	stable
V	Checking logo and image use Logo usage	Checks placement, size, colour and rights of logo and imagery in a communication.	stable
T	Using Canva for brand assets	Creates presentations, social posts and flyers in Canva within a fixed brand kit.	stable
T	Using Adobe InDesign for layout	Creates brochures, reports and adverts in InDesign following brand style and print requirements.	stable
V	Measuring brand awareness Brand awareness measurement	Measures with research and search volume how known and how valued the brand is.	stable