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

ISBN-13: 9781118980828 / Angielski / Twarda / 2017 / 336 str.

Alina Wheeler

Opis

The bestselling guide to branding, updated with emerging trends and technologies Designing Brand Identity provides in-depth guidance for the entire branding team, with a universal five-stage process for brand development and implementation. From research and analysis through launch and governance, this book provides expert insight on all aspects of the process, and describes the best practices that build better brands. This updated fifth edition includes new and expanded coverage of social media cross channel synergy, crowdsourcing, SEO, experience branding, mobile devices, wayfinding, and placemaking, with 30 all-new case studies of top brands from various industries around the world. Fuel recognition, amplify market differentiation, create cohesion, and project value with the essential concepts and practices that build and maintain strong brands. Brand identity is key to an organization's success, helping customers navigate their options in an expanding marketplace rife with competition. How does your brand stand out? How do you attract your target? It's all in the process. This book delivers a clear roadmap to brand development and maintenance, with in-depth guidance every step of the way.

• Infuse your brand with authenticity and meaning
• Create a cohesive suite of branding products
• Design for flexibility, durability, and sustainability
• Develop solid strategy around positioning, architecture, and more

A successful brand requires zero context, and is recognizable when stripped down to its barest bones; Coca-Cola, Apple, Nike, Disney, McDonalds--the strongest brands are immediately recognized as a safe bet and a better value over the competition anywhere in the world. It's no coincidence that certain brands endure, while others undergo repeated revamps to remain relevant. Designing Brand Identity shows you how to recognize the myriad factors that contribute to strength, and merge them into your organization's winning brand.

Spis treści

The book lab iiForeword xPart 1 presents the fundamental concepts needed to jumpstart the branding process and creates a shared vocabulary for the entire teamBasicsBrand basicsBrand 2Brand identity 4Branding 6Brand governance 8Brand strategy 10Why invest 12Stakeholders 14Culture 16Customer experience 18Cross cultures 20Brand architecture 22Symbols 24Names 26Taglines 28Staying on message 30Big idea 32Brand idealsOverview 34Vision 36Meaning 38Authenticity 40Coherence 42Flexibility 44Commitment 46Value 48Differentiation 50Longevity 52Brand elementsBrandmarks 54Wordmarks 56Letterform marks 58Pictorial marks 60Abstract marks 62Emblems 64Dynamic marks 66Characters 68Brand dynamicsTrends 70Making a difference 72Big data analytics 74Social media 76Smartphones 78Apps 80Private labeling 82Brand licensing 84Certification 86Crisis communications 88Personal branding 90China 92Before and afterBrandmark redesign 94Packaging redesign 100Part 2 presents a universal process regardless of the project's scope and nature. This section answers the question "Why does it take so long?"ProcessProcess basicsA process for success 104Managing the process 106Brand initiatives 108Measuring success 110Collaboration 112Decision making 114Intellectual property 116Design management 118Phase 1 Conducting researchOverview 120Insight 122Market research 124Usability testing 126Marketing audit 128Competitive audit 130Language audit 132Audit readout 134Phase 2 Clarifying strategyOverview 136Narrowing the focus 138Positioning 140Brand brief 142Naming 144Renaming 146Phase 3 Designing identityOverview 148Identity system design 150Look and feel 152Color 154More color 156Typography 158Sound 160Trial applications 162Presentation 164Phase 4 Creating touchpointsOverview 166Content strategy 168Website 170Collateral 172Stationery 174Signage 176Product design 178Packaging 180Advertising 182Placemaking 184Vehicles 186Uniforms 188Ephemera 190Phase 5 Managing assetsOverview 192Changing brand assets 194Launching 196Building brand champions 198Brand books 200Guidelines 202Guidelines content 204Online brand centers 206Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutionsBest PracticesCase studiesACHC 210ACLU 212Action Against Hunger 214Adanu 216Amazon.com 218Ansible 220Beeline 222Boston Consulting Group 224Boy Scouts of America 226Budweiser 228Cerner 230City of Melbourne 232Coca-Cola 234Cocktails Against Cancer 236Coors Light 238Cooper Hewitt 240Credit Suisse 242Deloitte 244Fern by Haworth 246Fred Hutch 248Global Handwashing Day 250IBM 100 Icons of Progress 252IBM Watson 254Jawwy from STC 256Laughing Cow 258LinkedIn China 260Mack Trucks 262Mastercard 264Mozilla 266Mural Arts Philadelphia 268NIZUC 270NO MORE 272Ohio & Erie Canalway 274Peru 276Philadelphia Museum of Art 278Pitney Bowes 280PNC 282Quartz 284(RED) 286RideKC Streetcar 288Santos Brasil 290Shinola Detroit 292Smithsonian National Air and Space Museum 294SocialSecurity.gov 296Southwest Airlines 298Spectrum Health System 300Starbucks 302Sydney Opera House 304Unstuck 306Vueling 308Bibliography 310Index: Brands 312Index: People 316Index: Firms 318How to use this book 319

O autorze

Alina Wheeler, Philadelphia, PABranding consultant whose clients have included Vanguard, Berwind, Advanta, Guardian, and IBM; Author of Brand Atlas: Branding Intelligence Made Visible, along with the past best-selling editions of Designing Brand Identity; Member of the advisory council for The Dictionary of Brand along with Seth Godin, Al Ries, Tom Kelley, and Hugh Dubberly; Frequent speaker to executives, practitioners and students around the world.

Blurb

Whether you′re the project manager for your company′s rebrand, or you need to educate your staff or your students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy to design execution, launch, and governance, Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration.

• 3 sections: brand fundamentals, process basics, and case studies.
• Over 100 branding subjects, checklists, tools, and diagrams.
• 50 case studies that describe goals, process, strategy, solution, and results.
• Over 700 illustrations of brand touchpoints.
• More than 400 quotes from branding experts, CEOs, and design gurus.

"Designing Brand Identity is a comprehensive, pragmatic, and easy–to–understand resource for all brand builders—global and local. It′s an essential reference for implementing an entire brand system."
– Carlos Martinez Onaindia, Global Brand Studio Leader, Deloitte

"Alina Wheeler explains better than anyone else what identity design is and how it functions. There′s a reason this is the 5th edition of this classic."
– Paula Scher, Partner, Pentagram

"Designing Brand Identity is the book that first taught me how to build brands. For the past decade, it′s been my blueprint for using design to impact people, culture, and business."
– Alex Center, Design Director, The Coca–Cola Company

"Alina Wheeler′s book has helped so many people face the daunting challenge of defining their brand."
– Andrew Ceccon, Executive Director, Marketing, FS Investments

"If branding was a religion, Alina Wheeler would be its goddess, and Designing Brand Identity its bible."
– Olka Kazmierczak, Founder, Pop Up Grupa

"The 5th edition of Designing Brand Identity is the Holy Grail. This book is the professional gift you have always wanted."
– Jennifer Francis, Director of Marketing, Communications, and Visitor Experience, Louvre Abu Dhabi