Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition 1st Edition

79 customer reviews
ISBN-13: 978-1118099209
ISBN-10: 1118099206
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Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition + Logo Design Love: A Guide to Creating Iconic Brand Identities, 2nd Edition + Thinking with Type, 2nd revised and expanded edition: A Critical Guide for Designers, Writers, Editors, & Students
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Editorial Reviews

Amazon.com Review

Ten Imperatives for Branding Success

Brands represent an organization's most valuable asset--influencing customers, prospects, investors, and employees. Why do some brand initiatives just expire midstream after an initial investment of capital and resources? Whether you are a consumer brand, a nonprofit, or a mid-size service business, here are some tips to increase the chances of positive outcomes for your initiative.

  1. Ensure that your leadership team endorses the brand initiative and process. There must be a strong mandate from the top. If the commitment to revitalize the brand is tepid, it will fizzle in the middle. Do you have a plan and a disciplined process that is easy to understand?
  2. Establish clear goals and an endpoint. Why are we doing this? How will things be different at the initiative's end? Will we have new guidelines to make it easier to communicate consistently about our brand to our customers and employees? Will we clearly articulate who we are and what we stand for? Will our website will work on mobile devices?
  3. Establish clear responsibilities. Acknowledge that your investment will require staff time, not just writing checks. It's a collaborative process. Identify an internal person to be the direct contact for the branding firm--a "make it happen" person with superior organization skills.
  4. Use a disciplined process with realistic benchmarks. Agree on what the brand stands for before any creative work is done. Use a tool like the brand brief to ensure that key decision makers agree on your brand's essence, its competitive advantage, your target market, and your value proposition.
  5. Stay customer centric. The best brand decisions can only be made with the customer's needs and experiences in mind. See the world through the eyes of your customers.
  6. Commit to a small decision group at the beginning of the process. Never bring in decision-makers in the middle of the process. Key decisions makers must be present throughout the process and at all key decision points.
  7. Determine your readiness to make a commitment? Is your company ready to invest the time, capital, and human resources to revitalize your brand? Readiness is a critical success factor.
  8. Determine how you will measure success. Consider benefits like employee engagement, and a more efficient, cost-effective marketing toolbox. Communicate that it's everyone's job to protect and grow the brand asset.
  9. Launch internally first, then externally to key stakeholders. Remember to communicate why you made these changes and what they mean. Thoughtfully consider your list of stakeholders as you plan your launch. Make sure that all of your vendors have access to the new guidelines.
  10. Demonstrate—don't declare—why customers should choose you over others. Seize every opportunity to communicate your value, and to radically differentiate your brand from others. Identify touchpoints where your can build trust, attract new customers, create buzz, and inspire customer loyalty.

Review

"The fourth edition of "Designing Brand Identity" is a truly comprehensive resource of definitions, explanations, insights, and examples of what it means to do outstanding brand identity work. Alina's new book is a must-have for anyone that is interested in brand identity development." (LiquidAgency.com, 3/5/13)
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Product Details

  • Hardcover: 326 pages
  • Publisher: John Wiley and Sons; 1st edition (November 6, 2012)
  • Language: English
  • ISBN-10: 1118099206
  • ISBN-13: 978-1118099209
  • Product Dimensions: 8.9 x 1 x 11.2 inches
  • Shipping Weight: 2.6 pounds (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (79 customer reviews)
  • Amazon Best Sellers Rank: #5,981 in Books (See Top 100 in Books)

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More About the Author

Alina Wheeler engages enterprises in a dynamic process to build their brands and embrace best practices. Wheeler inspires the whole branding team to seize every opportunity to design compelling customer experiences at every touchpoint. Designing Brand Identity, now in its third edition, is the first book to deconstruct the branding process into a universal, five-phase methodology. Her signature mantra is "Who are you? Who needs to know? Why should they care? How will they find out?" Her new book Brand Atlas is a collaboration with Joel Katz, world renown information designer. Brand Atlas reinvents the paradigm of a business book, and illuminates fifty-five brand topics.

Customer Reviews

Most Helpful Customer Reviews

65 of 70 people found the following review helpful By Debra VINE VOICE on April 6, 2013
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
I'm baffled by the positive reviews of this book. It is absolutely beautiful visually and has a very attractive layout, but the content is incredibly obvious and I found little, if any, useful application to my own small business.

Nearly all of the writing feels like it was written with a post modern generator - it's just really really fluffy. For example, you can open the book to any page and it will say something like, "Initiate plan. Reaffirm business goals. Establish team, roles, and responsibilities. Review brand brief and positioning. Identify critical success factors. Develop workflow, timeline + budget. Establish communications protocol." etc. The *entire* book is written that way. Maybe there are people out there who need this sort of thing, but I was hard pressed to find content that wasn't really obvious.

The book is written as a textbook but has very little cohesion. It skips from topic to topic and just gives lists and quote related to that topic. The longest blocks of text are just a few paragraphs. I found it hard to follow and kept thinking "What is the point?"

It does have a nice layout and some of the very, very short case studies and examples are interesting. I was thinking it would help me understand what branding really is and how to do it, but the book wasn't really geared that way. It was more like the philosophy of branding for international companies or something more along those lines.

I must be missing something since this is the fourth version and it's been translated into 6 languages so I'm clearly the dissenting opinion here. There are a lot of people who love this book, but it was really entirely lost on me.
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36 of 40 people found the following review helpful By Gerasimos Spyratos on April 22, 2013
Format: Hardcover
I just read this book in about 4 hours.

Each page had about 1 to 2 paragraphs of simple content. Really large visuals that were complimented by mucho negative white space.
And about 4 or 5 different quotes praising the virtues of branding... ON EVERY PAGE.... not one or two... but dozens!? Did I mention on almost every page?

The only use I could see that anyone who has even googled branding might get from this book is if they are trying to sell a client into letting them do their branding.

This read more like a pitch then anything useful to learn about branding. Ergo I recommend Zag and get it over with.

Very, very high level. It's tough because the topics attempted require some background to understand the connections and relationships which is not explained... just stated. Can't quite connect the dots or explain why.

Not worth the price unless you want to copy stuff to pitch your own brand consultancy j/k

In conclusion: too basic for the practitioner yet too high-level for the novice... that is a very unusual and undesirable spot for a text to be in
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21 of 24 people found the following review helpful By Jessica McKelden Cave VINE VOICE on January 7, 2013
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
As a designer, I've had difficulty for years finding a book that really spoke to me about Identity and Branding. I usually end up resorting to Internet research. While this is fine in most cases, sometimes I just want a solid book to curl up with and read. This book is the perfect solution to the problem.

The book is broken down into three main sections: Basics, Process, and Best Practices. Each one of these sections is broken down into smaller groups.

Basics: Brand Basics, Brand Ideals, Brand Elements, Brand Dynamics, Before & After
Process: Process Basics, Conducting Research, Clarifying Strategy, Designing Identity, Creating Touchpoints, Managing Assets
Case Studies: 51 different Studies

Wheeler does a great job of explaining the difference between Brand and Brand Identity. This is sometimes a difficult thing to discuss, and one that often requires tangible examples. It's all laid out in front of us and makes perfect sense. She then goes on to describe different aspects to remember. Many of these are often forgotten and she touches on each one specifically. Next, she goes through different elements that may go into the branding process (logotype, brandmark, tagline, etc.). She also discusses a plethora of other nuances that may also be important. The level of detail is excellent and she does a great job of making sure the reader is informed of all the different things that should be in the forefront of their mind during the Branding process.

The Process section really is the crowning glory of this book. Wheeler really breaks down every single step in the process. It's so easy to understand what she's describing and it's really refreshing to finally have a book that breaks it down into manageable pieces.
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12 of 14 people found the following review helpful By Vincent Bataoel on November 3, 2013
Format: Hardcover Verified Purchase
The pictures are pretty but the message is lacking. This is definitely not a "how to" on designing brand identity.
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9 of 11 people found the following review helpful By Marjorie S. Gorman on November 21, 2012
Format: Hardcover
Wheeler is back with a better than ever edition of her branding bible, Designing Brand Identity.
As you might hope, the layout, flow and page designs are beautiful to look at and therefore very enjoyable to read.
Not like "taking medicine." More like enjoying a four course meal prepared by an intelligent, artful chef. Whether you're an in-house type, or one of the multitudes of the self-employed, this book will make you smarter on branding.
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Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition
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