Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition Fourth Edition
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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
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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.
- 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?
- 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?
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- ASIN : 1118099206
- Publisher : John Wiley and Sons; Fourth Edition (November 6, 2012)
- Language : English
- Hardcover : 326 pages
- ISBN-10 : 9781118099209
- ISBN-13 : 978-1118099209
- Item Weight : 2.96 pounds
- Dimensions : 8.5 x 0.9 x 10.8 inches
- Best Sellers Rank: #452,899 in Books (See Top 100 in Books)
- Customer Reviews:
About the author
Reviewed in the United States on March 4, 2017
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Top reviews from the United States
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Think it's a bit out dated. Can't wait for the next edition.
This Fourth Edition contains not only updates on the previous 3 editions (proof this book must being doing something right, eh? four editions?), it also has some wonderful case studies of modern companies' transition into the digital marketing arena.
As an artist, I purchased the book to increase my knowledge of how a market works, how to influence buyer behavior and the perception of those who view my artwork. Once the value of the information contained in the book became even more obvious, the book became an excellent resource for a few of my independent sales and marketing consultant friends who claim it to be invaluable.
High quality printing and binding, heavy construction in text book fashion ensures the book can be passed around and truly studied for years.
Slick presentation. Points of information rapidly accessed and understood by any reader. I suspect high school students in graphic design classes or art classes could utilize this book. It's not just for marketing professionals.
Well worth the low cost and if I owned a company of any sort (really, who doesn't need a positive image, a good brand identity?) -- I'd purchase copies for all of my employees, not just the marketing division.
It's an easy read for those who are starting and I think it's a material that should be in every Design school.
Top reviews from other countries
This book, however, is sharp, bang up to date (4th edn) and ideal for anyone involved in building and articulating brands. Don't be put off by 'designing' in the title: it's ideal for copywriters (like me) and planners, for example, and as a resource or even a refresher for experienced branding professionals.
Beautifully presented, a delight to read, 300+ fascinating pages... it definitely doesn't have an academic feel, but it does takes you through processes and metrics, rather than woolly suggestions, and there's a huge amount to get your teeth into. It's the first book I've encountered which looks at brand-building as a process and a science, as something which can be followed, and it provides the tools to help you do it. If I wasn't afraid of appearing to gush, I'd say I'd stumbled on trade secrets I should be paying a fortune for under the label 'consultancy'.
Definitely recommended - although, unlike all the other books I wasted my money on, this one won't be a quick scan-read!
I've bought quite a number of books on this topic and they all suffer from either being (a) incredibly academic (and, therefore, dull to read), (b) full of waffle and jargon, or (c) the author has a completely over-inflated opinion about him/herself and their book is largely condescending. The worst books combine all three aspects - feel free to peruse my other reviews on Amazon.
Where Designing Brand Identity stands out is that it is easy to read and follow - beginners to this topic will find it just as easy to follow as experienced practitioners. It's written in a very engaging way and is literally a step-by-step guide on designing and developing your brand. I would also say don't be out off by the 'Designing' part of the title - this book is not just for those setting out to design a new brand. Experienced brand professionals will also find a wealth of information in here, either as refresher material, or (because the book is completely up to date) for information on developing your brand in 2013 onwards - including across websites, mobile and tablet platforms.
The book is split into three parts. The first presents the fundamental concepts of branding, covering the basics from what is a brand and brand identity, to brand ideals, brand elements and brand dynamics.
The second part covers the process(es) involved in designing a brand - with a big slant on processes, it covers research, audits, competitive analysis, strategy, design, touchpoints and managing assets.
The final part of the book covers a number of case studies - from brands of all sizes - and reinforces the best practices that were covered earlier in the book.
At 300+ pages, this isn't a small book by any stretch of the imagination, however, it's easy to read and follow and you can dip in and out of it depending on where you are in your brand journey. I'd highly recommend this to anyone working in communications and marketing too - you'll learn a lot more about how a brand is developed, and that knowledge will make your campaigns all the more powerful.