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Simply Branding


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A short slideset I was asked to put together for a guest talk at Duquesne University. It briefly defines branding and offers a few examples of my perspectives on “Brand Families” and “Brand Voice.”

Published in: Design, Business
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Simply Branding

  1. 1. Simply Branding
  2. 2. Old Vs. New “Branding, having replaced corporate identity in the United States, has forced many businesses to place a higher value on a well-designed, well-managed graphic identity.” – Design Issues: How Graphic Design Informs Society
 By D. K. Holland 2
  3. 3. Brand » Defined “Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.” – Walter Landor “A brand is a collection of perceptions in the mind of the consumer.” – Building “The sum of traits that identify an item, a family of items, or all items of a particular seller.” – Kolbrener USA “A consistent voice used by an organization to speak with clarity and in a unified way that makes good on its promise to the public.” – Me 3
  4. 4. Brand Markers Reputation
 How well is the brand known by its audience? Esteem
 How highly do its audiences rate the brand? Relevance
 How much do the brandʼs audiences care about what it does or stands for? Differentiation
 How different is the brand from others? Are other brands similar? Source: Design Issues: How Graphic Design Informs Society by D. K. Holland 4
  5. 5. Branding Program Goals A strong branding program can (but is not limited to):   Communicate the organizationʼs value proposition (promise) more efficiently 
 and effectively.   Grow the size of the audience   Motivate an audience to spread the word (word of mouth is the cheapest 
 form of marketing)   Inform the next steps for marketing and programming Source: Design Issues: How Graphic Design Informs Society by D. K. Holland 5
  6. 6. A Few Quick Examples » “Family Voice” Work © Daniel Pipitone 6
  7. 7. A Few Quick Examples » “Family Voice” Work © Giant Ideas 7
  8. 8. A Few Quick Examples » “Immediate Family” 8 Work © Carnegie Mellon
  9. 9. A Few Quick Examples » “Extended Family” 9 Work © Carnegie Mellon
  10. 10. Our Responsibility “Brands go too far when an unspoken strategy is to lure the consumer into an environment created at such a scale as to reinforce our human significance. When the objective is to appeal to the irrational…to elicit greater brand commitment, then the brand has gone too far.” – Tibor Kalman
 Design Issues: How Graphic Design Informs Society
 By D. K. Holland 10
  11. 11. Our Responsibility As communicators, we have an important responsibility. Never before has our role in shaping our surroundings been as important 
 as it is today. No longer can the impact we have be measured solely by how our work looks, 
 or how clearly it communicates to one intended audience. Today, communicators are ethnographers. We are agents of change and cultural architects. We provide navigation for the most complex of interactions. We are creators of social awareness and amplifiers of our political voices. Our way of thinking is a valuable new commodity, even across the blurred lines 
 that once divided many disciplines. We are asked to guide, consult and innovate while being cost-conscious, efficient and timely. We are expected to inform, improve and rebuild while we are also called on to be pragmatic, sustainable and green. To be a communications professional today is to take on the responsibility of proving our value by seeking knowledge and understanding needed to solve creative problems, regardless of medium. 11