Designing Brand Identity : An Essential Guide for the Whole Branding Team

by Wheeler, Alina

• ISBN13: 9781118099209
• ISBN10: 1118099206
• Edition: 4th
• Format: Hardcover
• Copyright: 2012-11-06
• Publisher: Wiley

Summary

A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity

Author Biography

Alina Wheeler is a branding consultant and author. Her business is managing perception, her service is strategic imagination, and her passion is branding. She uses an engaging process to achieve brand clarity, revitalize brands, and re-energize collaborators. Designing Brand Identity has been translated into Chinese, Korean, Polish, Portuguese, Russian, and Vietnamese. Wheeler has also coauthored Brand Atlas: Branding Intelligence Made Visible.

Table of Contents

Brand Basics

2. What is brand?

4. What is brand identity?

6. What is branding?

8. Who are stakeholders?

10. Why invest?

00. Insight

12. Brand strategy

14. Positioning

16. Big idea

18. Customer experience

20. Names

22. Brand architecture

24. Taglines

26. Staying on message

28. Cross culture

Brand Ideals

30. Overview

32. Vision

34. Meaning

36. Authenticity

42. Coherence

44. Flexibility

46. Commitment

48. Value

38. Differentiation

40. Durability

Brand elements

50. Brandmarks

52. Sequence of cognition

54. Wordmarks

56. Letterform marks

58. Pictorial marks

60. Abstract marks

62. Emblems

64. Characters

66. Look and feel

Brand forces

68. Overview

70. Make a difference

72. Social media

00. Apps

00. Touch

00. Video

00. Art and Science

00. China

74. Brand licensing

76. Private labeling

78. Certification

00. Crisis Communications

80. Personal branding

Before and after

82. Private label

84. Redesign

86. Packaging

Process basics

90. A process for success

92. Managing the process

94. Measuring success

96. Collaboration

98. Decision making

100. Intellectual property

Phase 1

Conducting research

102. Overview

104. Market research

106. Usability

108. Marketing audit

110. Competitive audit

112. Language audit

114. Audit readout.

Phase 2

Clarifying strategy

116. Overview

118. Narrowing the focus

120. Brand brief

122. Naming

000. Renaming

Phase 3

Designing identity

124. Overview

126. Logotype + signature

128. Color

130. More color

132. Typography

134. Sound

136. Animation

138. Trial applications

140. Presentation

Phase 4

Creating touchpoints

142. Overview

144. Trademark process

146. Letterhead

148. Business card

150. Collateral

152. Website

154. Favicons

156. Signage

158. Product design

160. Packaging

162. Advertising

164. Environments

166. Vehicles

168. Uniforms

170. Ephemera

Phase 5

Managing assets

172. Overview

174. Changing brand identity

176. Launching brand identity

178. Building brand champions

180. Internal design teams

182. Brand books

184. Standards content

186. Standards + guidelines

 188. Online branding tools

190. Reproduction files

192. Global metrics

Case studies