BRANDING & IDENTIY DEVELOPMENT
WHAT IS BRAND IDENTITY?
Brand Identity is made of a collection of tangible “products� that appeal to the senses. You can see them, touch them, hear them, hold them. These products build recognition, amplify and differentiate your organization, tell stories and makes ideas recognizable. These are your logo, your brochures and promotional materials, your films your website, etc.
WHAT IS BRANDING?
Branding is a disciplined process used to define strategic thinking. It is the expression of essential truths.
WHY INVEST?
Effective brand strategy provides a central unifying idea around which all organizational behavior, actions and communications are aligned. It works for all stakeholders and is effective over time. If you know yourself and can communicate about yourself, you will find your people and your organization will be powerful. “Steady investment in design is rewarded by lasting competitiveness� - Design Council UK
THE BRANDING PROCESS
1A. CONDUCTING REASEARCH
1B. CLARIFYING STRATEGY
2A. DESIGNING IDENTITY
2B.
2C.
CREATING TOUCHPOINTS
MANAGING ASSETS
PART 1A: CONDUCTING RESEARCH
Clarify vision, strategies, goals and values 1A. CONDUCTING REASEARCH
Research stakeholders’ needs and perceptions Conduct marketing, legal and language audits Interview key stakeholders Evaluate existing brands and brand architecture Present findings
PART 1B: CLARIFYING STRATEGY
Synthesize learnings Clarify brand strategy 1B. CLARIFYING STRATEGY
Develop a positioning platform Concrete brand attributes Write brand brief Develop key messages Write creative brief
PART 2A: DESIGNING ITENTITY
Visualize the future 2A. DESIGNING IDENTITY
Brainstorm big idea Design brand identity Explore applications Finalize brand architecture
PART 2B: CREATING TOUCHPOINTS
2B. CREATING TOUCHPOINTS
Finalize identity design Develop look and feel Prioritize and design applications
PART 2C: MANAGING ASSETS
2C. MANAGING ASSETS
Build Synergy around the new brand Develop launch strategy and plan Launch internally and externally Develop Standards and guidelines