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

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Amazon.com Review

Product Description Who are you? Who needs to know? Why should they care? How will they find out? In a densely crowded marketplace, corporations, organizations, and even individuals look for ways to differentiate themselves. That is the job of branding. Whether your goal is to express a new brand or to revitalize an existing one, here is a proven, universal five-phase process for creating and implementing effective brand identity. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity is an essential reference for the entire process. Enriched by new case studies showcasing successful world-class brands from Herman Miller and General Electric to the Obama '08 election campaign, this Third Edition offers new insights into emerging trends such as sustainability and social networks. Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits. Twelve Traits of the Best Brand Identity Firms The choice for any client can be daunting. More than ever, there is a panoply of highly capable firms that specialize in brand identity. Which ones should companies trust to revitalize their brand? Whether the firms are global brand consultancies, multidisciplinary design offices, design boutiques, or specialists in areas such as packaging or interactivity, these core competencies hold true. 1. Strategic imagination. An ability to understand and align business goals with creative strategy and expression is critical. 2. Process focus. A disciplined process is used to foster collaboration, build trust, and ensure responsible decision-making and results. 3. Design excellence. Reducing a complex, meaningful idea to its visual essence requires skill, patience, and unending discipline, whether the endpoint is a symbol, a look and feel, or an integrated brand identity system. 4. Irrefutable logic. Creating a new system or brand architecture requires an ability to communicate a compelling case for change to any decision-maker, from the CEO to the director of marketing to a division head. 5. Alchemy. An ability to synthesize vast amounts of information and reduce it to a big idea. Also, an ability to cut through the clutter and see the “gold” in a marketing audit. 6. Empathy and insight. An ability to be collaborative and understand the perspectives of all stakeholders, to suspend judgment and transcend politics. 7. Flexibility and humor. An ability to keep an eye on the big picture despite constraints and challenges. A sense of humor always helps. 8. Mindfulness and curiosity. An awareness of what is going on in the wider world and insight into best practices and the branding landscape. 9. Tenacity. Boundless energy and the perseverance of a marathon runner are required to develop and refine key messages, new names, taglines, and branding guidelines. 10. Organization. Phase by phase, email by email, presentation by presentation, file by file, tracking and documentation are key. 11. Focus. First and foremost, the process must stay focused on the customer and their experience. 12. Passion. Passion fuels excellence and inspires brand engagement.

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Review

"Returning with a third edition is the branding bible that is widely regarded as the absolute best, most comprehensive, most successful, and most effective book to use as a reference when creating a brand and brand identity, Designing Brand Identity. Very thorough and to the point, Wheeler's guide takes one through the process of developing, implementing, disseminating, and maintaining a brand identity for a company, organization, or group and give them an edge in the marketplace." (San Francisco Book Review, January 25, 2010) "We will be reading the book together as a company, and you should stoop and buy one now." (matchstic.com, August 25, 2009)

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Product details

Hardcover: 320 pages

Publisher: Wiley; 3 edition (August 31, 2009)

Language: English

ISBN-10: 9780470401422

ISBN-13: 978-0470401422

ASIN: 0470401427

Product Dimensions:

8.8 x 0.9 x 10.9 inches

Shipping Weight: 2.8 pounds (View shipping rates and policies)

Average Customer Review:

4.5 out of 5 stars

230 customer reviews

Amazon Best Sellers Rank:

#382,259 in Books (See Top 100 in Books)

This is a book of whats but not hows or more importantly, whys. It's a glorified glossary design book with quotes.I always try to learn others' processes to better my understanding of approaches, thinking, etc., and I had apprehensions about this book despite the positive reviews.This is probably the first book ever purchased I wanted to return within 5 minutes of reading. It's also the first book I've had to leave a negative/any review.There's no substance to the chapters, just lists of key terms relevant to the cycle of the brand strategy process. The main content of the book is material pulled from outside sources rather the author, and quotes to supplement the dictionary-esque copy in the book.For example, in "Process: conducting research" - "Clarify vision, strategies, goals, and values" — how? What's the actual process to clarify strategy?For those looking to add a resource about brand strategy, especially those new to the subject, you'll be better off using Google than this book.

Bought it for a class and actually had to read it. Doesn't go into as much detail as I think it should. Just skims the surface and points out major issues and things you should be doing to brand a business or person. Has several pages with lists of ideas (for example; touchpoints) Good for a beginner/class but for someone really wanting to get into the deep end of branding I would look for something else. Layout is simple and easy to understand.

This book is incredibly comprehensive and visually engaging. I think it's a "must" for both students and professionals. An incredible tool for the aspiring brand professional, small business or really any person or entity working to create a plan around branding and logo identity.

I’m a design student so I do value a beautifully designed book, which this is. However, I found it lacking in detailed information and felt like I wasn’t learning much from it so I returned it after a few days.

This book is amazing, though it's very more geard to a rebranding of large corporations not how to open a small mom and pop store are product.Think it's a bit out dated. Can't wait for the next edition.

Easily one of the most holistic coverages on the concept of "Branding". This is a MUST for students and professionals at any state in the career. This is a fantastic reference, and should be mandatory reading for anyone working in a Branding/Marketing/Advertising capacity.

Bought this book to help with a rebrand project. Strongly suggest this purchase as it is a great reference book that can be applied in many situations.

It speaks from every stakeholder perspective. Very well done.

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

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

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