Designing Brand Identity

Part 1: Basics.Presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team.Brand Basics.Brand.Brand Identity.Branding.Why Invest.Brand Strategy.Brand Strategy Overview.Positioning.Big Idea.Customer Experience.Names .Brand Architecture.Taglines.Staying on Message.Cross Culture.Brand Identity Ideals.Overview.Vision.Meaning.Authenticity.Differentiation.Durability.Coherence.Flexibility.Commitment.Value.Brand Identity Elements.Brandmarks Overview.Sequence of Cognition.Watermarks.Letterform Marks.Pictorial Marks.Abstract Marks.Emblems.Characters.Look and Feel.Part 2: Process.Presents a universal brand identity process regardless of the project's scope and nature. This section answers the questions "Why does it take so long"?A Process for Success.Managing the Process.Insight.Decision Making.Collaboration.Internal Design Teams.Phase 1 Conducting Research.Understanding the Business.Market Research.Usability.Marketing Audit.Competitive Audit.Stakeholder Audit.Language Audit.Audit Readout.Phase 2 Clarifying Strategy.Clarifying Brand Strategy.Narrowing the Focus.The Big Idea.Brand Brief.Naming.Phase 3 Designing Identity.Designing Symbols.Logotype + Signature.Designing Systems.Color.More Color.Typography.Sound.Motion.Trial Applications.Presentation.Phase 4 Creating Touchpoints.Overview.Trademark Process.Favicons.Letterhead.Business Card.Collateral.Product Design.Packaging.Website.Signage.Advertising.Environments.Certification.Vehicles.Uniforms.Ephemera.Social Networks.Sustainability: People, Profit, Planet.Licensing.Private Labels.Phase 5 Managing Assets.Overview.Measuring Success.Changing Brand Identity.Brand Books.Standard Content.Standards + Guidelines.Online Branding Tools.Reproduction Guidelines.Global Metrics.Part 3: Best Practices.Showcases best practices. Local and global, public and private, these project inspire and exemplify original, flexible, lasting

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. Wheeler is passionate about her subject, and speaks to groups large and small around the world, from Beijing to Bucharest.

"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)