Designing Brand Identity

Brand basics

2 What is brand?

4 What is brand identity?

6 What is branding?

8 Who are stakeholders?

10 Why invest?

12 Brand strategy

14 Cross cultures

16 Big idea

18 Customer experience

20 Brand architecture

22 Names

24 Taglines

26 Staying on message

Brand ideals

28 Overview

30 Vision

32 Meaning

34 Authenticity

36 Coherence

38 Flexibility

40 Commitment

42 Value

44 Differentiation

46 Sustainability

Brand elements

48 Brandmarks

50 Sequence of cognition

52 Wordmarks

54 Letterform marks

56 Pictorial marks

58 Abstract marks

60 Emblems

62 Dynamic marks

64 Characters

Brand dynamics

66 Overview

68 Making a difference

70 Social media

72 Mobile

74 Apps

76 Touch

78 Video

80 China

82 Private labeling

84 Brand licensing

86 Certification

88 Crisis communications

90 Personal branding

Before and after

92 Overview

94 Redesign

98 Packaging

Process basics

102 A process for success

104 Managing the process

106 Measuring success

108 Collaboration

110 Decision making

112 Intellectual property

114 Design management

Phase 1

Conducting research

116 Overview

118 Insight

120 Market research

122 Usability testing

124 Marketing audit

126 Competitive audit

128 Language audit

130 Audit readout

Phase 2

Clarifying strategy

132 Overview

134 Narrowing the focus

136 Positioning

138 Brand brief

140 Naming

142 Renaming

Phase 3

Designing identity

144 Overview

146 Logotype + signature

148 Look and feel

150 Color

152 More color

154 Typography

156 Sound

158 Animation

160 Trial applications

162 Presentation

Phase 4

Creating touchpoints

164 Overview

166 Website

168 Favicons

170 Correspondence

172 Business card

174 Collateral

176 Signage178 Product design

180 Packaging

182 Advertising

184 Environments

186

Alina Wheeler is a branding consultant and author. Her business is managing perception, her service is strategic imagination, and her passion is branding. She uses an engaging process to achieve brand clarity, revitalize brands, and re-energize collaborators. Designing Brand Identity has been translated into Chinese, Korean, Polish, Portuguese, Russian, and Vietnamese. Wheeler has also coauthored Brand Atlas: Branding Intelligence Made Visible .

"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)

"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)