Designing Brand Identity
Alina Wheeler, author of this beautifully made and highly interesting book, aspires to
- provide fundamentals and best practices
- delight customers and attract prospects and
- make it easy to build brand equity.
On an average day we are exposed to thousands of advertisments and even more new products. Brand helps us to make wise choices.
First of all this book describes and explains the basics. Makes aware of the numerous functions and affects brands offer.
“Image and perception help drive value;
without an image there is no perception.”
Scott M. Davis, Brand Asset Manager
There is a difference between brand and brand identiy.
“A brand is a person’s gut feeling about a product, service or company.”
Marly Neumeier, The Brand Gap
What is a brand?
“As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them and believe in their superiority. How a brand is perceived affects its success, regardless of whether it’s a start-up, a nonprofit, or a product.”
“The best brands marry intelligence and insight with imagination and craft.”
Brand touchpoints
Each touchpoint is an opportunity to increase awareness and build customer loyalty. There are numerous touchpoints:
- Advertising
- Environments
- Experiences
- Websites
- Newsletters
- Business Forms
- Signage
- Packaging
- Exhibits
- Proposals
- Voicemails
- Web Banners
- Letterheads
- Business Cards
- Billboards
- Vehicles
- Services
- Products
- Employees
- Speeches
- Presentations
- Networking
- Telephone
- Words of Mouth
- Trade Shows
- Direct Mail
- Public Relations
- Blogs
- Social Media
- Sales Promotion
What is brand identy?
Brand identity is an asset relying on design.
“Design plays an essential role in creating and building brands. Design differentiates and embodies the intangibles – emotion, context, and essence – that matter most to consumers.”
Moira Cullen, The Hershey Company
Source:
Wheeler, Alina (2009). Designing Brand Identity. Third edition. John Wiley & Sons. New Jersey.
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