Synopses & Reviews
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.
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.
'\"An inspiring and powerful toolkit.\" –The Marketer on Designing Brand Identity, Second Edition
From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Third Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new cases studies showcasing successful world-class brands, this Third Edition brings readers up to date with examinations of emerging new concepts in branding and trends such as social networks and blogs.
Alina Wheeler (Philadelphia, PA) applies her strategic imagination to help build brands, create new identities, and design brand-identity programs for Fortune 100 companies, entrepreneurial ventures, foundations, and cities. '
Praise for previous editions of Designing Brand Identity
(Wall Street Journal, Best-Seller, Spotlight 1/23/2011):
"An inspiring and powerful toolkit."
"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."
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.
About the Author
"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)
Table of Contents
Part 1: Presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team.
What is brand?
What is brand identity?
What is branding?
Who are stakeholders?
Staying on message.
Brand identity ideals.
Brand identity elements.
Sequence of cognition.
Look and feel.
Before and after.
Part 2: presents a universal brand identity process regardless of the project's scope and nature. This section answers the question "Why does it take so long?"
A process for success.
Managing the process.
Phase 1: Conducting research.
Phase 2: Clarifying strategy.
Narrowing the focus.
Phase 3: Designing identity.
Logotype + signature.
Phase 4: Creating touchpoints.
Phase 5: Managing assets.
Changing brand identity.
Launching brand identity.
Building brand champions.
Internal design teams.
Standards + guidelines.
Online branding tools.
Part 3: showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions.
California Academy of Sciences.
City Church Eastside.
Good Housekeeping Seal.
Kort & Godt.
Library of Congress.
The New School.
PNC Virtual Wallet.
Saks Fifth Avenue.
Thomas Jefferson's Poplar Forest.
The Wild Center.
About the author.