Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Beyond brand as a buzzword, what's branding all about?

6,993 views

Published on

While it’s a term that many of us use every day, do you really know what branding is all about? Designit has put together a useful guide on the ins- and outs of branding. Aimed at those with a beginners level of knowledge or simply for anyone looking for a tune-up, this guide will give you a simple overview of the key components involved in working with brand strategy.

Published in: Design
  • Follow the link, new dating source: ❤❤❤ http://bit.ly/2ZDZFYj ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dating direct: ❶❶❶ http://bit.ly/2ZDZFYj ❶❶❶
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Beyond brand as a buzzword, what's branding all about?

  1. 1. The purpose of this brandbook is to provide a simple overview of the key components involved in building 
 a brand platform.
  2. 2. Brand terminology
  3. 3. Brand DNA BRANDING Brand DNA refers to the common and core values, that a business is built upon. It should be reflected in the business and brand strategy. The brand DNA is not something to be directly communicated to consumers. BRAND TERMINOLOGY
  4. 4. BRANDINGBRANDING BRAND TERMINOLOGYBRAND TERMINOLOGY Personality, values and vision
 that motivate and feed into
 the business strategy. Business strategy Brand strategy Plan and priorities for execution of business objectives. Framework and initiatives to
 maintain and strengthen
 brand DNA. Business strategy Brand strategyBrand DNA
  5. 5. BRANDINGBRANDING BRAND TERMINOLOGY The vision is the ‘why’ of the brand. It describes the brand’s ambitions and reason to exist - beyond making profit. A brand personality is the result of assigning traits and characteristics to a brand to define its essence and emotional appeal. Brand values are basis of a company and its culture. They function as principles that guide the brand’s behaviour internally and its relationship to customers and stakeholders. Brand DNA components Brand vision Brand values Brand personality
  6. 6. Brand value proposition BRANDING The brand value proposition is a part of the business strategy and the brand DNA should be indirectly reflected in this articulation. Brand value proposition is a clear, concise and compelling articulation of how key customer needs are satisfied by the business. BRAND TERMINOLOGY
  7. 7. BRANDING Target audience Smart watch from Brand X Brand value proposition
 A clear, and concise articulation of how key customer needs are satisfied by the brand and its products or services. Convenience? Performance? Confidence? Usability? Connectivity? Design? BRAND TERMINOLOGY Smart watch Brand X
  8. 8. BRANDING Brand associationsThese keywords are an invaluable tool in the design process. 
 The drivers are derived from the brand DNA thus aligned with the brand strategy. Brand associations are keywords driving the visual and verbal communication across digital and physical touchpoints. BRAND TERMINOLOGY
  9. 9. BRANDING Your brand Driver 1 eg. Playful Driver 3 eg. Friendly Driver 4 eg. Convenience Driver 2 eg. Technology driven Driver 5 eg. User driven The drivers represent the key consumer associations connected to a brand. They can be both emotional and traits driven – even product driven. The drivers can be current market associations or desired associations by the brand. There can be more or less than 5 drivers if necessary. Brand associations example BRAND TERMINOLOGY
  10. 10. BRANDING Brand identity Brand identity builds upon the strategy, DNA and value proposition and consists of two interconnected components. 1. The verbal/visual experience
 2. The product /service experience BRAND TERMINOLOGY
  11. 11. BRANDING The verbal/visual experience The product/service experience Principles for textual and verbal communication of the brand. Naming, logo, logotype, font, colours, image style, patterns, and iconography. Guiding principles or concepts for service- and user experiences physically or digitally, e.g. service blueprints. Guiding principles and applications of spatial design, incl. retail spaces and point-of-sale communication. Services Product Spatial Tone of voice Brand fundamentals ApplicationsApplications of stationery, motion graphics and general stakeholder communication, external or internal. Applications/design of the product experience ranging from product appearance to product packaging. BRAND TERMINOLOGY Key examples
  12. 12. BRANDING Brand DNA, strategy, value prop and identity correlation. 
 How we meet the audience. Brand X DNA Brand X Brand strategy Brand X Value proposition Indirectly exposed to market Directly exposed to market Customer BRAND TERMINOLOGY Smart watch Brand X Visual / verbal experience Product / service experience
  13. 13. Brand architecture
  14. 14. BRANDING Brand architecture Brand architecture refers to the overall structure and relationship of a main brand and its sub-brands and/or subsidiaries. The following four examples represent the four basic types of brand architecture. BRAND ARCHITECTURE
  15. 15. BRANDING Everything is kept in a tight coherent brand identity. A monolithic brand architecture BRAND ARCHITECTURE Monolithic brand
  16. 16. BRANDING Utilising the existing brand equity to gain rapid speed into relevant markets. Any new addition to the brand-/product portfolio will gain a level of acceptance due to existing brands. Streamlines decision-making for company-structure and growth. No need to build brands from scratch at each launch. Lower marketing costs/efforts. Very limited agility – being opportunity-driven is difficult. Brand portfolio management has to be committed and coherent. Brands must be aligned. Brands impact each other - also in the case of a failed product or a missed opportunity. + – Monolithic brand architecture pros and cons BRAND ARCHITECTURE
  17. 17. BRANDING Sub-brands are allowed to have their own identity traits (governance needed) but are always endorsed by the main brand. Endorsed brand architecture
 Endorsed brand BRAND ARCHITECTURE
  18. 18. BRANDING Tapping into the existing brand equity to gain stronger impact in relevant markets. Any new addition to the brand-/product portfolio will gain a level of acceptance due to main brand equity. Streamlines decision-making for company-structure and growth. Great brand agility and time to market. High development costs and added complexity due to new brands – yet lower than with a stand alone brand architecture. High maintenance costs (commercially and organisational) – yet lower than with a stand alone brand architecture. + – Endorsed brand 
 architecture 
 pros and cons BRAND ARCHITECTURE
  19. 19. BRANDING Stand alone brand Sub-brands roam totally free with their own identity, not paying any tribute to the main brand or its sister brands. Stand alone brand architecture
 BRAND ARCHITECTURE
  20. 20. BRANDING Short time to market Each brand is free to compete on its own terms, unfettered by the meaning of the main brand. May shield the corporate name in the event of problems. No brand pollution. Possibility to test new opportunities and ideas without losing any main brand equity. High development costs and added complexity due to new brands. High maintenance costs (commercially and organisational) + – Stand alone brand architecture 
 pros and cons BRAND ARCHITECTURE
  21. 21. BRANDING BRAND ARCHITECTURE Sub-brands can be stand alone, endorsed or monolithic leveraging the equity of the main brand respectively. Hybrid brand architecture Hybrid brand
  22. 22. BRANDING The possibility to utilise the strength of a monolithic brand architecture. Existing brand equity can be used to strengthen sub brands. The possibility to also launch stand alone brands, thus obtaining the agile brand development and product launch they bring. This can be done without reference to the main brand. No brand pollution in case of failed products launches, depending on the linkage to the mother brand. High development costs and added complexity due to new brands, combined with the management of monolithic brands. Complex brand portfolio management. High maintenance costs (commercially and organisational). + – Hybrid brand architecture 
 pros and cons BRAND ARCHITECTURE
  23. 23. designit.com

×