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Building a Brand through DesignLEA ALCANTARA
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FANTABULOUS INTRO
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TALK OUTLINE
What’s in it for me?
DEFINITION OF BRANDING
It is NOT the logo
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People Driven
DEFINITION OF BRANDING
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DEFINITION OF BRANDING
“People attribute personality to products based on their appearance and how they interact.”REEVES AND NASS
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Brand ~ Person
DEFINITION OF BRANDING
SOU
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HA
SBR
O
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Person
DEFINITION OF BRANDING
OVERALL IDEA & APPEAL
“BRAND PROMISE”
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Face
DEFINITION OF BRANDING
VISUAL APPEAL
IMMEDIATE RECOGNITION
VISUAL IMPACT
PACKAGING
LOGO
NAME
PRICE
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Muscle
DEFINITION OF BRANDING
WARRANTIES
QUALITY
DESIGN
PERFORMANCE
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Heart
DEFINITION OF BRANDING
CULTURE
PEOPLE
ATTITUDES
ENVIRONMENT
CUSTOMER SERVICE
VALUES
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Bones
DEFINITION OF BRANDING
PROCESS
SYSTEMS
PROCEDURES
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Credibility Based
DEFINITION OF BRANDING
DEFINITION OF BRANDING
Examples
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SOU
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BM
W
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AP
PLE
INC
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Consistency =Credibility
DEFINITION OF BRANDING
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2007 Interbrand Marketers ReportCONSISTENCY (36%)
UNDERSTANDING CUSTOMER/TARGET (18.2%)
MESSAGE/COMMUNICATION (14.7%)
CREATIVE/DESIGN/BRAND ID (12.8%)
RELEVANCE (12.4%)
DEFINITION OF BRANDING
“Brands are built on what people are saying about you, not what you’re saying about yourself.”GUY KAWASAKI
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Conversation
DEFINITION OF BRANDING
“People say good things about you when (a) you have a great product and (b) you get people to spread the word about it.”GUY KAWASAKI
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Who are you?Who cares?
IMPORTANCE OF BRANDING
“Emotion is the experience in user experience.”TREVOR VAN GORP
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IMPORTANCE OF BRANDING
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IMPORTANCE OF BRANDING
Branding is emo
“Job instability, churn and the increasing numbers of independent contractors have resulted in a measurable decline of social connectedness in the workplace.”ROBERT PUTNAM
IMPORTANCE OF BRANDING
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Stand Out!
IMPORTANCE OF BRANDING
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What can you design?
WHAT CAN YOU DESIGN?
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IDENTITY SYSTEM
BRANDING ELEMENTS
SIGNAGE
WARDROBE
MARKETING MATERIALS
ADVERTISING
WHAT CAN YOU DESIGN?
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WebsiteBLOGS
SOCIAL NETWORKS
PORTALS
INTRANET
ETC
WHAT CAN YOU DESIGN?
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Branding needs a process
BRANDING NEEDS A PROCESS
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“The strength of the design process will contribute to the success or failure of the entire brand experience.”DAMON DIMMICK
BRANDING NEEDS A PROCESS
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The ProcessDISCOVER, DESIGN, DELIVER
3D APPROACH
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Discover:THE RESEARCH, STRATEGY, POSITIONING PART
DISCOVER
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Become an amnesiac
DISCOVER: AMNESIA
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UN
IVER
SAL
PIC
TUR
ES
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“It is said we are all three different people: the person we think we are (the one we have invented), the person other people think we are (the impression we make), and the person we think other people think we are (the one we fret about).”
STEPHEN BAYLEY
DISCOVER: AMNESIA
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DISCOVER: AMNESIA
Who am I? What am I? Where am I? Who are you?
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Stereotype Yourself
DISCOVER: AMNESIA
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Simplify:3 ADJECTIVE CHART
��������������
����������������������������������I started The Art of Self-Branding to help others with their personal brand, and now this worksheet will help you put those ideas into practice!
������������������������������������A brand is a perception of value formed in the minds of people about a company’s leaders, culture, products, and services. This perception is formed at every point where cus-tomers interact with the company, from the word-ing of advertising copy, to the quality of services and products offered, to the type of people hired, right down to what furniture is in the waiting room.
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Who am I?What am I?Where am I?Who are you?How’d I get here?
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Name Relationship Time Known Adjectives
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This is a companion piece to the Art of Self-Branding series on http://www.lealea.net/blog/Please visit the website for more details!
Companies Slogans Other
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����������� Check old/rejected concepts, fonts, drafts, experiments Logotypes are just as powerful as iconographic logos Go through the files (paper or digital) and look for common threads in
the way you work, adjectives that are true and descriptive Once you’re done looking at all those files, and you have a pile of
adjectives that describe your work (or how you work with people), try rewriting it as a 500-word essay. Then a 100-word bio. Then a 50-word blurb. Then a 10-word tagline. What you throw out will expose the core truth of what “is.”
RecycleReduceRecoverReuse
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* Courtesy of AJ Kandy http://kingmarketing.ca/weblogs/ajkandy/
DISCOVER: AMNESIA
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Johari / Nohari WINDOW
DISCOVER: AMNESIA
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Honesty is the best policy
DISCOVER: AMNESIA
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Include negative feedback!
DISCOVER: AMNESIA
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DISCOVER: THE FOUR RS
Become an environmentalist
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SU N
EWS
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DISCOVER: THE FOUR RS
Recycle
PAST FILES AND WORK
QUESTIONNAIRES
GROW VISUAL KNOWLEDGE
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DISCOVER: THE FOUR RS
Reduce
BARE ESSENTIALS
REDUCE CONCEPTS
BLURBS
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DISCOVER: THE FOUR RS
Rec0ver
LOOK IN YOUR CLOSET
OTHER DESIGN CATEGORIES
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DISCOVER: THE FOUR RS
Reuse
EXPERIMENTS OR DRAFTS
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Critical Thinking
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Outline Goals Based on Research
DISCOVER: OUTLINE GOALS
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Positioning:WHO IS YOUR AUDIENCE?
WHO DO YOU LIKE/TRUST?
WHO ARE YOU NOT DELIVERING TO?
DISCOVER: OUTLINE GOALS
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Niche!
DISCOVER: OUTLINE GOALS
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Brand Statement& Creative Brief
DISCOVER: OUTLINE GOALS
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Web considerations:INFORMATION DESIGN
INFORMATION ARCHITECTURE
USABILITY
CONTENT STRATEGY
FUNTIONALITY ASSESSMENT
TECHNOLOGY ASSESSMENT
DISCOVER: OUTLINE GOALS
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Client review
DISCOVER: OUTLINE GOALS
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DESIGN
Design Time!REFER BACK TO BRAND STATEMENTS AND GOALS
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Design “Rules”
DESIGN
Always start in black and white
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DESIGN
Use a Vector ProgramE.G. ADOBE ILLUSTRATOR OR ADOBE FREEHAND...
MAYBE EVEN FLASH?
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DESIGN
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Get testy
DESIGN
Let it be...for a day or two
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DESIGN
Gather feedbackONE TRUSTED DESIGN PEER (MAX 3)
ONE NON-DESIGNER (SIMILAR TO TARGET)
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DESIGN
Web-specific rulesADAPTABILITY & FLEXIBILITY
USER EXPERIENCE IS YOUR BRAND!
TYPOGRAPHY CONSIDERATIONS
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DESIGN
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Not just green, white, & black
DESIGN
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UC
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CO
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OR
ATI
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iminlikewithyou.com
DESIGN
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INLI
KEW
ITH
YOU
.CO
M
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SIFR
DYNAMIC TEXT REPLACEMENT
@FONT-FACE
Typography
DESIGN
DeliverBRAND GUIDELINES
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DELIVER
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Presentation “Rules”
DELIVER
Always present in black and white
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DELIVER
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DELIVER
Present one idea at a time
Use company stationary!
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DELIVER
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Consider file types
DELIVER
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Other brand considerationsMEETINGS
PRICE POINTS
PROJECT MANAGEMENT
TYPE OF OFFICE
DELIVER
Brand guidelines
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DELIVER
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Final Dos & Don’ts
DOS & DON’TS
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Be consistent!
DO
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2007 Interbrand Marketers ReportCONSISTENCY (36%)
UNDERSTANDING CUSTOMER/TARGET (18.2%)
MESSAGE/COMMUNICATION (14.7%)
CREATIVE/DESIGN/BRAND ID (12.8%)
RELEVANCE (12.4%)
DO: BE CONSISTENT
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Be honest!
DO
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“To truly sustain the customer relationship for the long-haul, there must be an ongoing emotional connection that drives passion.”
ROB RUSH
DO: BE HONEST
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Evolve & Reflect
DO
SOURCE: WWW.WOODENHEAD.NET
“Brands don’t live in passive environments. They must live and respond to the world to stay relevant.”INTERBRAND
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Example
DO: EVOLVE
SOU
RCE:
GO
OG
LE IM
AG
ES
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K.I.S.S.
DO
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Brand != Logo
DON’T
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Auto-pilot
DON’T
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Box yourself in
DON’T
Example
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SOU
RCE:
GO
OG
LE
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Comfort Zone
DON’T
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Me me me:Forgetting others
DON’T
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Relying on accomplishment alone
DON’T
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So what was that all about again?
CONCLUSION
Thank You!RESOURCES, CREDITS, EXTRAS @ARTOFSELFBRANDING.COM
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