About Branding — by Tiago Tomás // Audax ISCTE — Ya Generation

about branding
tiago tomás
tiago.tomas@gmail.com | linkedin.com/in/tiagotomas | dribbble.com/tiagotomas

tiago tomás
product and brand designer
linkedin.com/in/tiagotomas
dribbble.com/tiagotomas
tiago.tomas@gmail.com — linkedin.com/in/tiagotomas — dribbble.com/tiagotomas

”A brand is the essence of one’s own unique story.
This is as true for personal branding as it is for business branding. The key,
is reaching down and pulling out authentic, unique you. Otherwise, your
brand will be just a façade.”
— Paul Biedermann

quiz

which of these brands are
charismatic?
HANES
HITACHI
HOME DEPOT
IKEA
KMART
KRISPY KREME
LEVI’S
LONGS DRUGS
MACY’S
MINI COOPER
NEWSWEEK
NISSAN
NORDSTROM
OXO GOODGRIPS
PEPSI-COLA
PRELL
RCA
REEBOK
RUBBERMAID
SAFEWAY
SAMSUNG
SEARS
SOUTHWEST AIRLINES
UNITED ARTISTS
VIRGIN
AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
GOOGLE

the four ages of branding
by interbrand

age of identity
at the age of identity, the purpose of a brand was to serve as a market
positioning identifier, setting businesses and individual products apart
from the crowd, both visually and verbally.
byinterbrand.

age of value
companies began to view brands as valuable business assets that
contribute significantly to financial performance-driving choice,
securing loyalty, and affording the owner a premium.
byinterbrand.

age of experience
the customer-empowered by social media in the Age of Experience, has
more control than ever. In this world of two-way conversations,
advocacy, influence, and engagement are the new rules for brands.
byinterbrand.

age of you
when ecosystems are fully integrated and sensors (on our bodies, in our
homes, and in our devices) can talk to each other in new ways, supply
chains will reorganize around individuals and ecosystems.
byinterbrand.

dispelling some myths.
TheBrandGap:-MartyNeumeier

first myth.
a brand is not a logo.

second myth.
a brand is not an identity.

third myth.
a brand is not a product.

it’s a person gut feeling.
brands are defined by individuals — not companies,
markets ou publics. why? because people are emotional,
intuitive beings.

which means…

it’s not what you say it is.
it’s what they say, it is.

first things first. let’s start
with brand design strategy.

brand design strategy
a brand design strategy informs, plans for, and guides a brand’s
development.
byMucca

development.
but how?
byMucca

development.
but how? — starting with research & discovery,
we develop a deep understanding of a brand’s:
byMucca

development.
• unique value proposition — benefit of a product or experience.
• industry — trends in customer service, technology, media, etc.
• target audiences — demographic research, customer surveys, etc.
• competitors — competitive analysis, perceptual mapping [1], etc.
tiago.tomas@gmail.com — linkedin.com/in/tiagotomas — dribbble.com/tiagotomas[1] ie. “Quality VS Price”
byMucca

development.
• unique value proposition — benefit of a product or experience.
• industry — trends in customer service, technology, media, etc.
• target audiences — demographic research, customer surveys, etc.
• competitors — competitive analysis, perceptual mapping[1], etc.
tiago.tomas@gmail.com — linkedin.com/in/tiagotomas — dribbble.com/tiagotomas[1] ie. “Quality VS Price”
byMucca

competitive brand audit
byMucca

competitive brand audit
• identify competitors and similar brands — survey the competitive landscape and come up with a list
of companies that offer the same products or services as your brand.
• experience the competition — for each of the competitors you identify, the first goal is to
experience the brand as its target audience does.
• analyze brand language — in analyzing the materials you gathered in Step 2, you’re looking for key
learnings about the company and its products or services, as well as the overarching brand voice in
which this information is delivered.
• analyze visual identity — identifying patterns you’ll be able to find opportunities for radical
differentiation within the market landscape puzzle.
• determine positioning — the brand audit readout presents a high-level overview of the visual and
linguistic personality of each brand you’ve audited in the context of the competitive field as a whole.
byMucca

this strategy results in a brand
positioning statement.
byMucca

brand positioning statement
is our north star. it captures a brand’s:
• core offerings
• personality traits, values, and narratives
• verbal communication style & distinct messaging
byMucca

(brand positioning statement)
bps
visual
language
Verbal
language
when we understand the brand intellectuality,
we can begin to express it visually and verbally
byMucca

exercise 1
10min

exercise 1
your brand is a person who just showed up at an industry party full of your ideal customers and
competitors. describe what he (or she!) is like. what is he wearing? how does he approach people?
what does he say? write down as many attributes as you can in one column.
next, imagine your brand snuck off to the bar and downed a few Long Island Ice Teas. he comes back to
the party buzzed. how does your brand act differently? is he funnier? talking louder? more
confrontational? how does he approach competitors and customers now? write this down in a new
column.
—
keys lessons: explore your brand personality and how you might amplify it. in most cases, brands have
room to turn up the dial on their personalities. could you take a little inspiration from your buzzed brand
and be more approachable, vibrant, bold or even a bit cheeky?

design as a force
of integration
by interbrand

brands and numbers
41%
of design-led organizations report higher market share.
70%
report having a stronger or best-in-class digital experience. [2]
[2] “Design-Led Firms Win the Business Advantage” a commissioned study conducted by Forrester on behalf of Adobe, 2016.
byinterbrand.

brands and design
as brands are experienced in micro moments in the hyper-fragmented
age of you, design can be a powerful force for unifying a brand’s
experiences.
design ensures that every aspect of an organization’s brand is aligned,
with little, if any, distinction between an organization’s business
strategy and its customer experience.
byinterbrand.

brands and numbers
85%
listed design as a critical component of brand. [2]
[2] “Design-Led Firms Win the Business Advantage” a commissioned study conducted by Forrester on behalf of Adobe, 2016.
91%
of design-led companies list design as a critical component of
customer experience.
byinterbrand.

brands and design
the fundamental advantages of having design hardwired into the
organization bolsters the strength of the brand in key ways:
• focus — excellent design delivers both a coherent customer experience and an elegant
roadmap for future growth.
• clarity — design provides a shared point of view on the ideal customer experience,
allowing everyone in the organization to know how they can each impact that experience.
• speed — design can be harnessed to breed efficiency.
• flexibility — embedding design methodologies into the organization allows teams to
reinvent processes that adjust to different contexts.

design is where a single touchpoint reflects the entire
business, and where what’s left out is as considered as
what stays in. where the customer and the experience
are one.
none of this means that design can’t be beautiful, but above all, it must be functional—it
should balance beauty and utility, efficiency and emotion.

exercise 2
10min

exercise 2
if your brand was an animal, would it be a lion, an eagle or a dog? why? — this exercise is about
equating your brand with other objects and people. it’s a quick way to assess your brand’s personality
and positioning.
—
keys lessons: look through a different lens to see new things in your brand. For example, you may dream
of being the lion but realize your brand is more like the lamb. There’s something wonderfully non-
threatening about comparing your brand to an animal, which can reveal powerful insights.

visual brand identity

• brand identity — defined by how your audience perceives you.
• simple color palette – 1-3 primary colors and 2-3 secondary colors.
• primary logo mark and word mark
• secondary logo mark and/or word mark
• fonts
• good imagery
visual brand identity

about logo, logomark and
logotype

recognizable and distinctive graphic design, stylized
name, unique symbol, or other device for identifying
an organization. it is affixed, included, or printed on
all advertising, buildings, communications,
literature, products, stationery, and vehicles. not to
be confused with a brand, which identifies a product
or family of products.
also called logotype.
logo

a logomark refers to an image or symbol which
represents a brand, and usually does not include the
name of that company.
this version has the advantage of great creative
range, and can generate a very strong visual identity
for a company.
logomark

the logotype, also known as a "word mark", is a
brand name styled as a logo.
the advantage of this is obvious - it immediately
associates a business name with the visual identity
and does not leave much room for brand confusion.
this makes it a great starting point for new
businesses.
it might, however, leave less creative scope for a
designer to visually represent the brand, which can
be a problem, especially if the business name does
not make it clear what it does.
logotype

a combination mark is just what it sounds like – a
combination of the logomark and logotype. this
allows for greater freedoms to creatively represent a
brand, while ensuring the company name is
associated with it. this composition is perfect for
new businesses.
the branding has the choice of being an integrated
combination mark; meaning text and image work
together to create one design.
combination mark

brands — airbnb

brands — booking.com

brands — lufthansa

“A logo may not cure the world,
but great branding may just make
a better world to live in.”
— Davar Azarbeygui

about branding
tiago tomás
tiago.tomas@gmail.com | linkedin.com/in/tiagotomas | dribbble.com/tiagotomas
thank you

About Branding — by Tiago Tomás // Audax ISCTE — Ya Generation

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