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Designing Brand Identity: An Essential Guide for the Whole Branding Team, by Alina Wheeler
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Praise for previous editions of Designing Brand Identity:
An inspiring and powerful toolkit.
The Marketer
Alina Wheeler provides a practical structure for the brand building process.
Al Ries, coauthor, Positioning
Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies.
Marty Neumeier, author, The Brand Gap
A valued reference book for all members of the branding team.
Communication Arts
- Sales Rank: #94306 in Books
- Published on: 2009-08-31
- Original language: English
- Number of items: 1
- Dimensions: 10.87" h x .87" w x 8.76" l, 2.81 pounds
- Binding: Hardcover
- 320 pages
Amazon.com Review
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.
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)
From the Back Cover
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.
Praise for previous editions of Designing Brand Identity:
An inspiring and powerful toolkit.
The Marketer
Alina Wheeler provides a practical structure for the brand building process.
Al Ries, coauthor, Positioning
Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies.
Marty Neumeier, author, The Brand Gap
A valued reference book for all members of the branding team.
Communication Arts
Most helpful customer reviews
1 of 1 people found the following review helpful.
Close to outstanding
By The Tao of Netflix
Although I have extensive experience in trademark and intellectual property law, I lack a formal education in branding and its language; I turned to this book to fill in the gaps and help me understand how to lead a branding and visual identity campaign.
As stated, this book is very close to outstanding, but not necessarily outstanding. At 4/5 stars, I clearly very highly recommend it. However, my criticism stems from the book's failure to clearly define its terms. I understand that branding is, largely by definition, a more artful business tool, but there is a whole branding lexicon that is not well explained in the book. As you work your way through the book, you'll encounter repeated uses of the word, so you come to build your own definition, but I would have found it useful if terms would have been clearly defined at the outset, rather than mush-ily and circularly defined.
Despite this limitation, the book does a wonderful job of demonstrating the numerous layers of brand identity, and the processes associated with leading a branding campaign, be it key messages, visual identity or name. Wonderfully laid out steps with good examples. Keep in mind, however, this is more of a survey book, not necessarily a textbook intended to be comprehensive in itself. So while it brilliantly lays out the processes, you'll need to use other resources to fill out any gaps you might have.
Additionally, perhaps as you'd expect from a leading branding book, this book is beautifully laid out and shows a great appreciation for information design. Its a visual feast for the eyes that you'll enjoy perusing.
1 of 1 people found the following review helpful.
A Good Reminder & Model For Brand Design
By Z. J. Walker
I really liked the way the book is laid out, not cluttered with lots of graphic examples and side notes. The downside of the book is that, although it provides some great examples, notes and guidelines, it doesn't go into very much detail on any given part of the brand design process, even leaving out key definitions to parts that aren't self explanatory. Despite the fact that it doesn't provide this detail, it is laid out in a way that will give you ideas or reminders as you go about designing your brand identity. If anything it's a nice book to look at.
4 of 4 people found the following review helpful.
Self Branding Tremendous help
By MNRA
First of all: this book has the greatest page layout i have ever seen! It's a pleasure to read. Every comment on the side of the page makes you have the A-ha moment. Every diagram summarizes just the strictly necessary without skipping on details. It's very visual, structured, yet so creative and textbook-ish like. The perfect balance between core fundamentals and illustrative examples. I could not stop reading it. Loving it more and more. Every time I read it there is something new.
See all 58 customer reviews...
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