Brand concept and identity must ultimately be explained, demonstrated and understood in order to be expressed consistently. A brand landscape is a collaborative document that combines visual (graphic, photographic) and distilled conceptual elements (written) to succinctly express what a particular brand is, and what it is not, to a broader internal audience. At its core, it’s a reference and training document. It serves to familiarize an organization’s management on the concept of their own brand, so that they themselves can more consistently demonstrate and articulate it to others. A brand landscape is different and separate from simply a brand style guide. It expresses the brand as a concept and promise, not just a collection of visual elements and rules for logo use.