Lea Alcantara

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Building a Brand Through Design

Building a Brand Through Design

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  • Slide after slide of platitudes and nothingness. Is this zen and the art of branding?<br /><br/>
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  • 1. FOWD 2007 Building a Brand through Design LEA ALCANTARA FANTABULOUS INTRO http://artofselfbranding.com/ 1
  • 2. FOWD 2007 What’s in it for me? TALK OUTLINE http://artofselfbranding.com/ 2
  • 3. FOWD 2007 It is NOT the logo  DEFINITION OF BRANDING http://artofselfbranding.com/ 3
  • 4. FOWD 2007 People Driven DEFINITION OF BRANDING http://artofselfbranding.com/ 4
  • 5. FOWD 2007 “People attribute personality to products based on their appearance and how they interact.” REEVES AND NASS DEFINITION OF BRANDING http://artofselfbranding.com/ 5
  • 6. FOWD 2007 Brand ~ Person SOURCE: © HASBRO DEFINITION OF BRANDING http://artofselfbranding.com/ 6
  • 7. FOWD 2007 Person OVERALL IDEA & APPEAL “BRAND PROMISE” DEFINITION OF BRANDING http://artofselfbranding.com/ 7
  • 8. FOWD 2007 Face VISUAL APPEAL IMMEDIATE RECOGNITION VISUAL IMPACT PACKAGING LOGO NAME PRICE DEFINITION OF BRANDING http://artofselfbranding.com/ 8
  • 9. FOWD 2007 Muscle WARRANTIES QUALITY DESIGN PERFORMANCE DEFINITION OF BRANDING http://artofselfbranding.com/ 9
  • 10. FOWD 2007 Heart CULTURE PEOPLE ATTITUDES ENVIRONMENT CUSTOMER SERVICE VALUES DEFINITION OF BRANDING http://artofselfbranding.com/ 10
  • 11. FOWD 2007 Bones PROCESS SYSTEMS PROCEDURES DEFINITION OF BRANDING http://artofselfbranding.com/ 11
  • 12. FOWD 2007 Credibility Based DEFINITION OF BRANDING http://artofselfbranding.com/ 12
  • 13. FOWD 2007 Examples SOURCE: © APPLE INC SOURCE: © BMW DEFINITION OF BRANDING http://artofselfbranding.com/ 13
  • 14. FOWD 2007 Consistency = Credibility DEFINITION OF BRANDING http://artofselfbranding.com/ 14
  • 15. FOWD 2007 2007 Interbrand Marketers Report CONSISTENCY (36%) UNDERSTANDING CUSTOMER/TARGET (18.2%) MESSAGE/COMMUNICATION (14.7%) CREATIVE/DESIGN/BRAND ID (12.8%) RELEVANCE (12.4%) DEFINITION OF BRANDING http://artofselfbranding.com/ 15
  • 16. FOWD 2007 “Brands are built on what people are saying about you, not what you’re saying about yourself.” GUY KAWASAKI http://artofselfbranding.com/ 16
  • 17. FOWD 2007 Conversation DEFINITION OF BRANDING http://artofselfbranding.com/ 17
  • 18. FOWD 2007 “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 http://artofselfbranding.com/ 18
  • 19. FOWD 2007 Who are you? Who cares? IMPORTANCE OF BRANDING http://artofselfbranding.com/ 19
  • 20. FOWD 2007 “Emotion is the experience in user experience.” TREVOR VAN GORP IMPORTANCE OF BRANDING http://artofselfbranding.com/ 20
  • 21. FOWD 2007 Branding is emo IMPORTANCE OF BRANDING http://artofselfbranding.com/ 21
  • 22. FOWD 2007 “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 http://artofselfbranding.com/ 22
  • 23. FOWD 2007 Stand Out! IMPORTANCE OF BRANDING http://artofselfbranding.com/ 23
  • 24. FOWD 2007 What can you design?  WHAT CAN YOU DESIGN? http://artofselfbranding.com/ 24
  • 25. FOWD 2007 IDENTITY SYSTEM BRANDING ELEMENTS SIGNAGE WARDROBE MARKETING MATERIALS ADVERTISING WHAT CAN YOU DESIGN? http://artofselfbranding.com/ 25
  • 26. FOWD 2007 Website BLOGS SOCIAL NETWORKS PORTALS INTRANET ETC WHAT CAN YOU DESIGN? http://artofselfbranding.com/ 26
  • 27. FOWD 2007 Branding needs a process BRANDING NEEDS A PROCESS http://artofselfbranding.com/ 27
  • 28. FOWD 2007 “The strength of the design process will contribute to the success or failure of the entire brand experience.” DAMON DIMMICK BRANDING NEEDS A PROCESS http://artofselfbranding.com/ 28
  • 29. FOWD 2007 The Process DISCOVER, DESIGN, DELIVER 3D APPROACH http://artofselfbranding.com/ 29
  • 30. FOWD 2007 Discover: THE RESEARCH, STRATEGY, POSITIONING PART DISCOVER http://artofselfbranding.com/ 30
  • 31. FOWD 2007 Become an amnesiac SOURCE: © UNIVERSAL PICTURES DISCOVER: AMNESIA http://artofselfbranding.com/ 31
  • 32. FOWD 2007 “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 http://artofselfbranding.com/ 32
  • 33. FOWD 2007 Who am I? What am I? Where am I? Who are you? DISCOVER: AMNESIA http://artofselfbranding.com/ 33
  • 34. FOWD 2007 Stereotype Yourself DISCOVER: AMNESIA http://artofselfbranding.com/ 34
  • 35. FOWD 2007 Simplify: ���������������������������������� I started The Art of Self-Branding to help others with their personal brand, 3 ADJECTIVE CHART and now this worksheet will help you put those ideas into practice! 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! ������������������������������������ ��������������� A brand is a perception Name Relationship Time Known Adjectives 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. �������������� Who am I? What am I? Where am I? Who are you? How’d I get here? ������������������������������������ Companies Slogans Other ���������� Recycle Reduce DISCOVER: AMNESIA Recover Reuse http://artofselfbranding.com/ 35 �����������
  • 36. FOWD 2007 Johari / Nohari WINDOW DISCOVER: AMNESIA http://artofselfbranding.com/ 36
  • 37. FOWD 2007 Honesty is the best policy DISCOVER: AMNESIA http://artofselfbranding.com/ 37
  • 38. FOWD 2007 Include negative feedback!  DISCOVER: AMNESIA http://artofselfbranding.com/ 38
  • 39. FOWD 2007 Become an environmentalist SOURCE: ASU NEWS DISCOVER: THE FOUR RS http://artofselfbranding.com/ 39
  • 40. FOWD 2007 Recycle PAST FILES AND WORK QUESTIONNAIRES GROW VISUAL KNOWLEDGE DISCOVER: THE FOUR RS http://artofselfbranding.com/ 40
  • 41. FOWD 2007 Reduce BARE ESSENTIALS REDUCE CONCEPTS BLURBS DISCOVER: THE FOUR RS http://artofselfbranding.com/ 41
  • 42. FOWD 2007 Rec0ver LOOK IN YOUR CLOSET OTHER DESIGN CATEGORIES DISCOVER: THE FOUR RS http://artofselfbranding.com/ 42
  • 43. FOWD 2007 Reuse EXPERIMENTS OR DRAFTS DISCOVER: THE FOUR RS http://artofselfbranding.com/ 43
  • 44. FOWD 2007 Critical Thinking http://artofselfbranding.com/ 44
  • 45. FOWD 2007 Outline Goals Based on Research DISCOVER: OUTLINE GOALS http://artofselfbranding.com/ 45
  • 46. FOWD 2007 Positioning: WHO IS YOUR AUDIENCE? WHO DO YOU LIKE/TRUST? WHO ARE YOU NOT DELIVERING TO? DISCOVER: OUTLINE GOALS http://artofselfbranding.com/ 46
  • 47. FOWD 2007 Niche! DISCOVER: OUTLINE GOALS http://artofselfbranding.com/ 47
  • 48. FOWD 2007 Brand Statement & Creative Brief DISCOVER: OUTLINE GOALS http://artofselfbranding.com/ 48
  • 49. FOWD 2007 Web considerations: INFORMATION DESIGN INFORMATION ARCHITECTURE USABILITY CONTENT STRATEGY FUNTIONALITY ASSESSMENT TECHNOLOGY ASSESSMENT DISCOVER: OUTLINE GOALS http://artofselfbranding.com/ 49
  • 50. FOWD 2007 Client review  DISCOVER: OUTLINE GOALS http://artofselfbranding.com/ 50
  • 51. FOWD 2007 Design Time! REFER BACK TO BRAND STATEMENTS AND GOALS DESIGN http://artofselfbranding.com/ 51
  • 52. FOWD 2007 Design “Rules” DESIGN http://artofselfbranding.com/ 52
  • 53. FOWD 2007 Always start in black and white DESIGN http://artofselfbranding.com/ 53
  • 54. FOWD 2007 Use a Vector Program E.G. ADOBE ILLUSTRATOR OR ADOBE FREEHAND... MAYBE EVEN FLASH? DESIGN http://artofselfbranding.com/ 54
  • 55. FOWD 2007 Get testy DESIGN http://artofselfbranding.com/ 55
  • 56. FOWD 2007 Let it be... for a day or two DESIGN http://artofselfbranding.com/ 56
  • 57. FOWD 2007 Gather feedback ONE TRUSTED DESIGN PEER (MAX 3) ONE NON-DESIGNER (SIMILAR TO TARGET) DESIGN http://artofselfbranding.com/ 57
  • 58. FOWD 2007 Web-specific rules ADAPTABILITY & FLEXIBILITY USER EXPERIENCE IS YOUR BRAND! TYPOGRAPHY CONSIDERATIONS DESIGN http://artofselfbranding.com/ 58
  • 59. FOWD 2007 Not just green, white, & black SOURCE: © STARBUCKS CORPORATION DESIGN http://artofselfbranding.com/ 59
  • 60. FOWD 2007 iminlikewithyou.com SOURCE: IMINLIKEWITHYOU.COM DESIGN http://artofselfbranding.com/ 60
  • 61. FOWD 2007 Typography SIFR DYNAMIC TEXT REPLACEMENT @FONT-FACE DESIGN http://artofselfbranding.com/ 61
  • 62. FOWD 2007 Deliver BRAND GUIDELINES DELIVER http://artofselfbranding.com/ 62
  • 63. FOWD 2007 Presentation “Rules” DELIVER http://artofselfbranding.com/ 63
  • 64. FOWD 2007 Always present in black and white DELIVER http://artofselfbranding.com/ 64
  • 65. FOWD 2007 Present one idea at a time DELIVER http://artofselfbranding.com/ 65
  • 66. FOWD 2007 Use company stationary! DELIVER http://artofselfbranding.com/ 66
  • 67. FOWD 2007 Consider file types DELIVER http://artofselfbranding.com/ 67
  • 68. FOWD 2007 Other brand considerations MEETINGS PRICE POINTS PROJECT MANAGEMENT TYPE OF OFFICE DELIVER http://artofselfbranding.com/ 68
  • 69. FOWD 2007 Brand guidelines DELIVER http://artofselfbranding.com/ 69
  • 70. FOWD 2007 Final Dos & Don’ts DOS & DON’TS http://artofselfbranding.com/ 70
  • 71. FOWD 2007 Be consistent! DO http://artofselfbranding.com/ 71
  • 72. FOWD 2007 2007 Interbrand Marketers Report CONSISTENCY (36%) UNDERSTANDING CUSTOMER/TARGET (18.2%) MESSAGE/COMMUNICATION (14.7%) CREATIVE/DESIGN/BRAND ID (12.8%) RELEVANCE (12.4%) DO: BE CONSISTENT http://artofselfbranding.com/ 72
  • 73. FOWD 2007 Be honest! DO http://artofselfbranding.com/ 73
  • 74. FOWD 2007 “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 http://artofselfbranding.com/ 74
  • 75. FOWD 2007 Evolve & Reflect SOURCE: WWW.WOODENHEAD.NET DO http://artofselfbranding.com/ 75
  • 76. FOWD 2007 “Brands don’t live in passive environments. They must live and respond to the world to stay relevant.” INTERBRAND http://artofselfbranding.com/ 76
  • 77. FOWD 2007 Example SOURCE: GOOGLE IMAGES DO: EVOLVE http://artofselfbranding.com/ 77
  • 78. FOWD 2007 K.I.S.S. DO http://artofselfbranding.com/ 78
  • 79. FOWD 2007 Brand != Logo  DON’T http://artofselfbranding.com/ 79
  • 80. FOWD 2007 Auto-pilot  DON’T http://artofselfbranding.com/ 80
  • 81. FOWD 2007 Box yourself in DON’T http://artofselfbranding.com/ 81
  • 82. FOWD 2007 Example SOURCE: GOOGLE http://artofselfbranding.com/ 82
  • 83. FOWD 2007 Comfort Zone DON’T http://artofselfbranding.com/ 83
  • 84. FOWD 2007 Me me me: Forgetting others DON’T http://artofselfbranding.com/ 84
  • 85. FOWD 2007 Relying on accomplishment alone DON’T http://artofselfbranding.com/ 85
  • 86. FOWD 2007 So what was that all about again? CONCLUSION http://artofselfbranding.com/ 86
  • 87. FOWD 2007 Thank You! RESOURCES, CREDITS, EXTRAS @ ARTOFSELFBRANDING.COM http://artofselfbranding.com/ 87