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

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HA

SBR

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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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BM

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AP

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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

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SAL

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TUR

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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

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����������������������������������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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CO

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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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