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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




Brand ~ Person

                                SOURCE: © HASBRO




DEFINITION OF BRANDING

http://artofselfbranding.com/                             6
FOWD 2007




Person
                                OVERALL IDEA & APPEAL
                                “BRAND PROMISE”




DEFINITION OF BRANDING

http://artofselfbranding.com/                                  7
FOWD 2007




Face
                                VISUAL APPEAL
                                IMMEDIATE RECOGNITION
                                VISUAL IMPACT
                                PACKAGING
                                LOGO
                                NAME
                                PRICE


DEFINITION OF BRANDING

http://artofselfbranding.com/                                  8
FOWD 2007




Muscle
                                WARRANTIES
                                QUALITY
                                DESIGN
                                PERFORMANCE




DEFINITION OF BRANDING

http://artofselfbranding.com/                        9
FOWD 2007




Heart
                                CULTURE
                                PEOPLE
                                ATTITUDES
                                ENVIRONMENT
                                CUSTOMER SERVICE
                                VALUES




DEFINITION OF BRANDING

http://artofselfbranding.com/                             10
FOWD 2007




Bones
                                PROCESS
                                SYSTEMS
                                PROCEDURES




DEFINITION OF BRANDING

http://artofselfbranding.com/                       11
FOWD 2007




Credibility Based



DEFINITION OF BRANDING

http://artofselfbranding.com/          12
FOWD 2007




Examples



                                                SOURCE: © APPLE INC
                                SOURCE: © BMW




DEFINITION OF BRANDING

http://artofselfbranding.com/                                                13
FOWD 2007




Consistency =
Credibility


DEFINITION OF BRANDING

http://artofselfbranding.com/          14
FOWD 2007




2007 Interbrand
Marketers Report
CONSISTENCY (36%)
UNDERSTANDING CUSTOMER/TARGET (18.2%)
MESSAGE/COMMUNICATION (14.7%)
CREATIVE/DESIGN/BRAND ID (12.8%)
RELEVANCE (12.4%)

DEFINITION OF BRANDING

http://artofselfbranding.com/                  15
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

http://artofselfbranding.com/          17
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

http://artofselfbranding.com/                     30
FOWD 2007




Become an
amnesiac

                                SOURCE: © UNIVERSAL PICTURES




DISCOVER: AMNESIA

http://artofselfbranding.com/                                         31
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

http://artofselfbranding.com/                    32
FOWD 2007




Who am I? What
am I? Where am I?
Who are you?

DISCOVER: AMNESIA

http://artofselfbranding.com/          33
FOWD 2007




Stereotype
Yourself


DISCOVER: AMNESIA

http://artofselfbranding.com/          34
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




Johari / Nohari
WINDOW




DISCOVER: AMNESIA

http://artofselfbranding.com/          36
FOWD 2007




Honesty is the
best policy


DISCOVER: AMNESIA

http://artofselfbranding.com/          37
FOWD 2007




Include negative
feedback!



DISCOVER: AMNESIA

http://artofselfbranding.com/          38
FOWD 2007




Become an
environmentalist

                                SOURCE: ASU NEWS




DISCOVER: THE FOUR RS

http://artofselfbranding.com/                             39
FOWD 2007




Recycle
                                PAST FILES AND WORK

                                QUESTIONNAIRES
                                GROW VISUAL KNOWLEDGE




DISCOVER: THE FOUR RS

http://artofselfbranding.com/                                  40
FOWD 2007




Reduce
                                BARE ESSENTIALS

                                REDUCE CONCEPTS
                                BLURBS




DISCOVER: THE FOUR RS

http://artofselfbranding.com/                            41
FOWD 2007




Rec0ver
                                LOOK IN YOUR CLOSET

                                OTHER DESIGN CATEGORIES




DISCOVER: THE FOUR RS

http://artofselfbranding.com/                                    42
FOWD 2007




Reuse
                                EXPERIMENTS OR DRAFTS




DISCOVER: THE FOUR RS

http://artofselfbranding.com/                                  43
FOWD 2007




Critical Thinking




http://artofselfbranding.com/          44
FOWD 2007




Outline Goals
Based on Research


DISCOVER: OUTLINE GOALS

http://artofselfbranding.com/          45
FOWD 2007




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




Niche!



DISCOVER: OUTLINE GOALS

http://artofselfbranding.com/          47
FOWD 2007




Brand Statement
& Creative Brief


DISCOVER: OUTLINE GOALS

http://artofselfbranding.com/          48
FOWD 2007




Web considerations:
INFORMATION DESIGN

INFORMATION ARCHITECTURE

USABILITY

CONTENT STRATEGY

FUNTIONALITY ASSESSMENT

TECHNOLOGY ASSESSMENT

DISCOVER: OUTLINE GOALS

http://artofselfbranding.com/          49
FOWD 2007




Client review


DISCOVER: OUTLINE GOALS

http://artofselfbranding.com/          50
FOWD 2007




Design Time!
REFER BACK TO BRAND STATEMENTS AND GOALS




DESIGN

http://artofselfbranding.com/                     51
FOWD 2007




Design “Rules”



DESIGN

http://artofselfbranding.com/          52
FOWD 2007




Always start in
black and white


DESIGN

http://artofselfbranding.com/          53
FOWD 2007




Use a Vector
Program
E.G. ADOBE ILLUSTRATOR OR ADOBE FREEHAND...

MAYBE EVEN FLASH?




DESIGN

http://artofselfbranding.com/                        54
FOWD 2007




Get testy



DESIGN

http://artofselfbranding.com/          55
FOWD 2007




Let it be...
for a day or two


DESIGN

http://artofselfbranding.com/          56
FOWD 2007




Gather feedback
ONE TRUSTED DESIGN PEER (MAX 3)

ONE NON-DESIGNER (SIMILAR TO TARGET)




DESIGN

http://artofselfbranding.com/                 57
FOWD 2007




Web-specific rules
ADAPTABILITY & FLEXIBILITY

USER EXPERIENCE IS YOUR BRAND!

TYPOGRAPHY CONSIDERATIONS




DESIGN

http://artofselfbranding.com/           58
FOWD 2007




Not just green,
white, & black
                                SOURCE: © STARBUCKS CORPORATION




DESIGN

http://artofselfbranding.com/                                            59
FOWD 2007




iminlikewithyou.com




                                SOURCE: IMINLIKEWITHYOU.COM
DESIGN

http://artofselfbranding.com/                                       60
FOWD 2007




Typography
SIFR

DYNAMIC TEXT REPLACEMENT

@FONT-FACE




DESIGN

http://artofselfbranding.com/          61
FOWD 2007




Deliver
BRAND GUIDELINES




DELIVER

http://artofselfbranding.com/          62
FOWD 2007




Presentation
“Rules”


DELIVER

http://artofselfbranding.com/          63
FOWD 2007




Always present in
black and white


DELIVER

http://artofselfbranding.com/          64
FOWD 2007




Present one idea
at a time


DELIVER

http://artofselfbranding.com/          65
FOWD 2007




Use company
stationary!


DELIVER

http://artofselfbranding.com/         66
FOWD 2007




Consider file types



DELIVER

http://artofselfbranding.com/         67
FOWD 2007




Other brand
considerations
MEETINGS

PRICE POINTS

PROJECT MANAGEMENT

TYPE OF OFFICE




DELIVER

http://artofselfbranding.com/          68
FOWD 2007




Brand guidelines



DELIVER

http://artofselfbranding.com/         69
FOWD 2007




Final Dos & Don’ts



DOS & DON’TS

http://artofselfbranding.com/         70
FOWD 2007




Be consistent!



DO

http://artofselfbranding.com/          71
FOWD 2007




2007 Interbrand
Marketers Report
CONSISTENCY (36%)
UNDERSTANDING CUSTOMER/TARGET (18.2%)
MESSAGE/COMMUNICATION (14.7%)
CREATIVE/DESIGN/BRAND ID (12.8%)
RELEVANCE (12.4%)

DO: BE CONSISTENT

http://artofselfbranding.com/                  72
FOWD 2007




Be honest!



DO

http://artofselfbranding.com/          73
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




http://artofselfbranding.com/          76
FOWD 2007




Example


                                SOURCE: GOOGLE IMAGES




DO: EVOLVE

http://artofselfbranding.com/                                 77
FOWD 2007




K.I.S.S.



DO

http://artofselfbranding.com/          78
FOWD 2007




Brand != Logo


DON’T

http://artofselfbranding.com/         79
FOWD 2007




Auto-pilot


DON’T

http://artofselfbranding.com/          80
FOWD 2007




Box yourself in



DON’T

http://artofselfbranding.com/          81
FOWD 2007




Example




                                SOURCE: GOOGLE
http://artofselfbranding.com/                           82
FOWD 2007




Comfort Zone



DON’T

http://artofselfbranding.com/          83
FOWD 2007




Me me me:
Forgetting others


DON’T

http://artofselfbranding.com/          84
FOWD 2007




Relying on
accomplishment
alone

DON’T

http://artofselfbranding.com/          85
FOWD 2007




So what was that
all about again?


CONCLUSION

http://artofselfbranding.com/          86
FOWD 2007




Thank You!
RESOURCES, CREDITS, EXTRAS @
ARTOFSELFBRANDING.COM




http://artofselfbranding.com/          87

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