Designing Brand Identity (PDF)

Brand Basics 2. What is brand? 4. What is brand identity? 6. What is branding? 8. Who are stakeholders? 10. Why invest? 00. Insight 12. Brand strategy 14. Positioning 16. Big idea 18. Customer experience 20. Names 22. Brand architecture 24. Taglines 26. Staying on message 28. Cross culture Brand Ideals 30. Overview 32. Vision 34. Meaning 36. Authenticity 42. Coherence 44. Flexibility 46. Commitment 48. Value 38. Differentiation 40. Durability Brand elements 50. Brandmarks 52. Sequence of cognition 54. Wordmarks 56. Letterform marks 58. Pictorial marks 60. Abstract marks 62. Emblems 64. Characters 66. Look and feel Brand forces 68. Overview 70. Make a difference 72. Social media 00. Apps 00. Touch 00. Video 00. Art and Science 00. China 74. Brand licensing 76. Private labeling 78. Certification 00. Crisis Communications 80. Personal branding Before and after 82. Private label 84. Redesign 86. Packaging Process basics 90. A process for success 92. Managing the process 94. Measuring success 96. Collaboration 98. Decision making 100. Intellectual property Phase 1 Conducting research 102. Overview 104. Market research 106. Usability 108. Marketing audit 110. Competitive audit 112. Language audit 114. Audit readout. Phase 2 Clarifying strategy 116. Overview 118. Narrowing the focus 120. Brand brief 122. Naming 000. Renaming Phase 3 Designing identity 124. Overview 126. Logotype + signature 128. Color 130. More color 132. Typography 134. Sound 136. Animation 138. Trial applications 140. Presentation Phase 4 Creating touchpoints 142. Overview 144. Trademark process 146. Letterhead 148. Business card 150. Collateral 152. Website 154. Favicons 156. Signage 158. Product design 160. Packaging 162. Advertising 164. Environments 166. Vehicles 168. Uniforms 170. Ephemera Phase 5 Managing assets 172. Overview 174. Changing brand identity 176. Launching brand identity 178. Building brand champions 180. Internal design teams 182. Brand books 184. Standards content 186. Standards +

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.

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