This document discusses creating various branding guides for both internal and external audiences. It suggests structures for different types of guides, including:
- A "thinking behind the brand" book explaining branding insights and strategy.
- A "live the brand" book compelling internal staff to embody the brand.
- A guide to producing branded materials covering style, language, assets and applications.
- A document helping staff express the brand through communication.
- A separate language guide detailing different copy styles.
The document provides outlines for each type of guide to organize content and ensure consistency across branding communications.
What is brand design?
Brand design is a visual representation of a brand strategy and is part science, part art. A great design is simple, distinct and memorable.
Creating a Winning Portfolio for Graphic DesignersBanks Concepcion
Learn how to build a winning portfolio and showcase yourself as a designer, and stand out from the competition in the highly competitive field of graphic design.
To be successful, every brand needs a logo. A well-designed logo has a major impact on potential customers in the way they comprehend your brand. This article discusses on the major trends in logo design for creating that effective logo.
What is brand design?
Brand design is a visual representation of a brand strategy and is part science, part art. A great design is simple, distinct and memorable.
Creating a Winning Portfolio for Graphic DesignersBanks Concepcion
Learn how to build a winning portfolio and showcase yourself as a designer, and stand out from the competition in the highly competitive field of graphic design.
To be successful, every brand needs a logo. A well-designed logo has a major impact on potential customers in the way they comprehend your brand. This article discusses on the major trends in logo design for creating that effective logo.
word clouds taken from responses to 'what the most difficult part of dealing with a brief' from both creative teams and client teams.
interesting take-out that 'information' is the biggest struggle... which for my mind the old 'refusing to work till we have the info' makes creative part of the problem when they could be part of the solution?
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
32 Ways a Digital Marketing Consultant Can Help Grow Your BusinessBarry Feldman
How can a digital marketing consultant help your business? In this resource we'll count the ways. 24 additional marketing resources are bundled for free.
Corporate branding session by Dharam MentorDharam Mentor
Last Friday, I conducted sessions on What is Branding? Types of Branding and Focused on Corporate Branding.
First thinking First, Branding is NOT a logo :) However, a good number of videos on youtube on branding are telling logo creation is branding...God bless them!
#branddevelopment #educationalleadership #branding #knowledgesharing #designeducation
Back to basics: Creative brief workshop
Becky McOwen-Banks
Before great creative work can be done it's key to create the environment in which creative work can be produced.
In this pres we look at the processes and provide a few tips for those with a hankering for effective creative work. Skewed for the in-house relationships but applicable for anyone involved in the creative process.
Covers: structure, department relationships, Briefs, idea generation, evaluating creative work and feedback
Manual de la guía de marca: Cómo construir una identidad visual de marca pode...JORGE HERNAN GUTIERREZ
Manual de la guía de marca:
Cómo construir una identidad visual de marca poderosa en 10 pasos
¡Construya su historia de marca, no juegue a “Police Brand” y ayude a sus colegas a convertirse en defensores de la marca con nuestra guía de marca!
The process involved in creating a unique name
and image for a product in the consumers'
mind, mainly through advertising campaigns
with a consistent theme. Branding aims to establish a significant and
differentiated presence in the market that attracts and retains loyal customers.
word clouds taken from responses to 'what the most difficult part of dealing with a brief' from both creative teams and client teams.
interesting take-out that 'information' is the biggest struggle... which for my mind the old 'refusing to work till we have the info' makes creative part of the problem when they could be part of the solution?
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
32 Ways a Digital Marketing Consultant Can Help Grow Your BusinessBarry Feldman
How can a digital marketing consultant help your business? In this resource we'll count the ways. 24 additional marketing resources are bundled for free.
Corporate branding session by Dharam MentorDharam Mentor
Last Friday, I conducted sessions on What is Branding? Types of Branding and Focused on Corporate Branding.
First thinking First, Branding is NOT a logo :) However, a good number of videos on youtube on branding are telling logo creation is branding...God bless them!
#branddevelopment #educationalleadership #branding #knowledgesharing #designeducation
Back to basics: Creative brief workshop
Becky McOwen-Banks
Before great creative work can be done it's key to create the environment in which creative work can be produced.
In this pres we look at the processes and provide a few tips for those with a hankering for effective creative work. Skewed for the in-house relationships but applicable for anyone involved in the creative process.
Covers: structure, department relationships, Briefs, idea generation, evaluating creative work and feedback
Manual de la guía de marca: Cómo construir una identidad visual de marca pode...JORGE HERNAN GUTIERREZ
Manual de la guía de marca:
Cómo construir una identidad visual de marca poderosa en 10 pasos
¡Construya su historia de marca, no juegue a “Police Brand” y ayude a sus colegas a convertirse en defensores de la marca con nuestra guía de marca!
The process involved in creating a unique name
and image for a product in the consumers'
mind, mainly through advertising campaigns
with a consistent theme. Branding aims to establish a significant and
differentiated presence in the market that attracts and retains loyal customers.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
As a successful brand grows to serve customers through multichannel avenues (packaging, online, retail and customer service), it is essential that all aspects of the brand follow a consistent model.
Additionally, just like an orchestra working in harmony to play a symphony, all internal and external stakeholders of the brand need to understand this unity through all modes of the brand’s communication. This in turn leads to a stronger performance in the company’s respective industry.
This is where the importance of brand guidelines comes into play. When corporate branding or packaging and retail design is executed, it is crucial that a cohesive set of brand standards is developed.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
1. A [very old and
very basic]
guide...
to creating
guides
David Thomas
Creative Director
2. what guides are
we creating?
understanding the brand
doc1: are we creating a ‘thinking behind the brand’ book
what it is who it’s for
a book of the branding project containing the Marketing agencies & PR: Creative head,
issues and insights, the whys, hows and whats Concept creative, Planning director,
Account director
Press: Editor, Feature writer
Internal: Board and department head level
living the brand
doc2: are we creating a ‘live the brand’ book
what it is who it’s for
a book about ‘behavoiur’ containing why we Internal: all
had to, what we expect, what your role is and
compelling you to act, how we grow
expressing the brand
doc3: are we creating a guide to producing materials
what it is who it’s for
a guide to producing all aspects of necessary Marketing agencies & PR: Creative head,
materials on brand message and in brand style Designer, Artwork, Production,
Account director
Internal: anyone with responsibility to
commission work
doc4: are we creating a document helping staff to express the brand
what it is who it’s for
practical guides to creating an experience Internal audience: Anyone having interaction
that is consistent throughout the business. with customers
information on letter writing, speaking & other
communication points
doc5: are we creating a separate language guide
what it is who it’s for
how and what we say is a large part of Marketing agencies & PR: Creative head,
communication, this helps understand the Account director, copywriter
need for different styles and levels of copy
3. understanding the brand
are we creating a ‘thinking behind the brand’ book
what it is who it’s for
a book of the branding project containing the Marketing agencies & PR: Creative head,
issues and insights, the whys, hows and whats Concept creative, Planning director,
Account director
Press: Editor, Feature writer
Internal: Board and department head level
suggested structure for ISSUE baSEd rE-brand
Background
What are the big issues?
‘X main issues emerged’
How does the brand rate?
‘We evaluated the brand against four criteria’
What conclusions can we draw?
‘brand strengths’
‘brand weaknesses’
What should the brand stand for?
‘brand idea’
‘associated characteristics’
‘brand values/principles’
‘brand personality’
‘brand positioning’
What does all that mean in practice for the brand?
‘customer experience’
‘behaviour’
‘communications’
‘internally’
How can we make the brand more [main requirement] ?
What are the benefits of all this activity?
4. understanding the brand
are we creating a ‘thinking behind the brand’ book
what it is who it’s for
a book of the branding project containing the Marketing agencies & PR: Creative head,
issues and insights, the whys, hows and whats Concept creative, Planning director,
Account director
Press: Editor, Feature writer
Internal: Board and department head level
suggested structure for nEW brand
Background
What are the market opportunities & issues?
‘the market’
‘the audience’
What are the conclusions?
‘what we need to be’
What should the brand stand for?
‘brand idea’
‘associated characteristics’
‘brand values/principles’
‘brand personality’
‘brand positioning’
What does all that mean in practice for the brand?
‘customer experience’
‘behaviour’
‘communications’
‘internally’
How can we ensure the brand is [main requirement] ?
What are the benefits of all this activity?
5. living the brand
are we creating a ‘live the brand’ book
what it is who it’s for
a book containing why we had to, what we Internal: all
expect, what your role is and compelling you
to act
suggested structure
the need
the possibilities
the new brand
you and the brand
group structure
the internal values
our external personality
how do we make it happen
the expected outcome
6. expressing the brand
are we creating a document helping staff to express the brand
what it is who it’s for
practical guides to creating an experience Internal audience: Anyone having interaction
that is consistent throughout the business. with customers
information on letter writing, speaking & other
communication points
suggested structure
B2B communication basics ‘lite’
the brand language
specific examples
letters
emails
telephone
face to face
the technical bits ‘lite’
7. expressing the brand
are we creating a separate language guide
what it is who it’s for
how and what we say is a large part of Marketing agencies & PR: Creative head,
communication, this helps understand the Account director, copywriter
need for different styles and levels of copy
suggested structure
B2B communication basics
the brand language
examples
100% brand level
documents and reports
specialist audiences & offerings
general audience
the technical bits
8. expressing the brand
are we creating a guide to producing materials
what it is who it’s for
a guide to producing all aspects of necessary Marketing agencies & PR: Creative head,
materials on brand message and in brand style Designer, Artwork, Production, Account
director
Internal: anyone with responsibility to
commission work
suggested structure
is more of a pick&mix as content will be dependant on visual strategy.
introduction
who and what are these guides for
set the scene
brand architecture
the word mark
what are the components
is there a bleed version
what do we measure over and do we have limited size versions
preferred sizing and position
what is the minimum clear space
the icon
what is its role
what is its position in relation to wordmark
are there negative versions
are there primary colour versions
what do we measure over and do we have limited size versions
do we have redrawn size versions
preferred sizing and position
brand language
what are the business communication basics
what is our audience matrix & how we speak to them
what is our brand idea
what is our promise
what are the internal brand values
how do these translate externally into the brand personality
what is the boilerplate
9. brand assets
what is our visual strategy, what are the most important brand assets
colour
what are the core colours of the primary colour pallet
secondary colours
using the secondary colours
typography
what is the primary typeface
what is the secondary typeface
what is the typeface for shared applications
do we have a specific typographic application style
graphic elements
do we have graphic elements
what are the principles of usage
are there levels of elements
how do we use the elements
imagery
what are the aims and principles
do we have levels of images
how do we use the imagery
applications
visual style only unless messaging is part of deliverable
what collateral items do we have
what is the master grid
are there brochure levels
list specific brochures
what presentations do we do
what do we say in each
how do they look
10. what is our brand level advertising
what other products or services do we advertise
what is our direct marketing
what other products or services do we directly market them
how does our website work
do we have microsites - what do they do and what are they like
what events
what stand designs
what internal documents do we do
how do they work and look
list of all stationery
show email signatures
show envelopes
is there packaging
do we do things like cd covers
do we have partner applications
how does the visual relationship work
how does the design look in signage & livery
what about other branded items
what do we say we cannot do
dos and don’ts
do an appendix to contain a brand language guide
glossary
show whatever guides are also available
is there a thinking behind the brand book
is there an document helping staff to express the brand
is there a separate tone of voice guide