badgermushroomI disagree. I'm going to show this to my department, which doesn't have an inkling what branding is. Even though they drink Coke and Starbucks all day. It's a good introductory and discussion piece.5 years ago
FOWD 2007
Building a Brand
through Design
LEA ALCANTARA
FANTABULOUS INTRO
http://artofselfbranding.com/ 1
FOWD 2007
What’s in it for me?
TALK OUTLINE
http://artofselfbranding.com/ 2
FOWD 2007
It is NOT the logo
DEFINITION OF BRANDING
http://artofselfbranding.com/ 3
FOWD 2007
People Driven
DEFINITION OF BRANDING
http://artofselfbranding.com/ 4
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
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
FOWD 2007
Conversation
DEFINITION OF BRANDING
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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
FOWD 2007
Who are you?
Who cares?
IMPORTANCE OF BRANDING
http://artofselfbranding.com/ 19
FOWD 2007
“Emotion is the experience
in user experience.”
TREVOR VAN GORP
IMPORTANCE OF BRANDING
http://artofselfbranding.com/ 20
FOWD 2007
Branding is emo
IMPORTANCE OF BRANDING
http://artofselfbranding.com/ 21
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
FOWD 2007
Stand Out!
IMPORTANCE OF BRANDING
http://artofselfbranding.com/ 23
FOWD 2007
What can
you design?
WHAT CAN YOU DESIGN?
http://artofselfbranding.com/ 24
FOWD 2007
IDENTITY SYSTEM
BRANDING ELEMENTS
SIGNAGE
WARDROBE
MARKETING MATERIALS
ADVERTISING
WHAT CAN YOU DESIGN?
http://artofselfbranding.com/ 25
FOWD 2007
Website
BLOGS
SOCIAL NETWORKS
PORTALS
INTRANET
ETC
WHAT CAN YOU DESIGN?
http://artofselfbranding.com/ 26
FOWD 2007
Branding needs
a process
BRANDING NEEDS A PROCESS
http://artofselfbranding.com/ 27
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
FOWD 2007
The Process
DISCOVER, DESIGN, DELIVER
3D APPROACH
http://artofselfbranding.com/ 29
FOWD 2007
Discover:
THE RESEARCH, STRATEGY, POSITIONING PART
DISCOVER
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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
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FOWD 2007
Who am I? What
am I? Where am I?
Who are you?
DISCOVER: AMNESIA
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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
�����������
FOWD 2007
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
http://artofselfbranding.com/ 46
FOWD 2007
Be honest!
DO
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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
FOWD 2007
Evolve & Reflect
SOURCE: WWW.WOODENHEAD.NET
DO
http://artofselfbranding.com/ 75
FOWD 2007
“Brands don’t live in passive
environments. They must
live and respond to the world
to stay relevant.”
INTERBRAND
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FOWD 2007
Example
SOURCE: GOOGLE IMAGES
DO: EVOLVE
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FOWD 2007
K.I.S.S.
DO
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FOWD 2007
Brand != Logo
DON’T
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5 years ago