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Designing Brand Identity: An Essential Guide for the Whole Branding Team, Fourth Edition Hardcover – 7 Dec 2012
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"The fourth edition of "Designing Brand Identity" is a truly comprehensive resource of definitions, explanations, insights, and examples of what it means to do outstanding brand identity work. Alina′s new book is a must–have for anyone that is interested in brand identity development." (LiquidAgency.com, 3/5/13)
From the Back Cover
Who are you?
Who needs to know?
Why should they care?
How will they find out?
The bestselling toolkit for the whole branding team
Whether your goal is to revitalize an existing brand or launch a new one, here is a proven, universal five–phase process for amplifying differentiation, fueling recognition, and building brand champions. From research and analysis through brand strategy, from design development through brand standards, and from launch to governance, Designing Brand Identity is the most comprehensive resource used by brand builders all over the world as an essential reference for the entire process.
This thoroughly updated Fourth Edition offers insights into current trends in social networks, mobile devices, global markets, and virtual brands as well as emerging tools such as apps and video. More than 30 new case studies showcase global best practices and successful world–class brands, from IBM to Starbucks to Santos Brasil.
Praise for Designing Brand Identity
Writers have The Elements of Style. Managers have The Effective Executive. Chairpeople have Robert′s Rules of Order. And now brand–builders have Designing Brand Identity. If you have (or would like to have) responsibility for managing, measuring, critiquing, or designing a brand, you′ve found your bible.
Marty Neumeier, author, The Brand Gap
Designing Brand Identity is a recipe book for brand–builders. Wheeler does for branding what Julia Child did for cooking.
Patricia Martin, author, RenGen
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Top customer reviews
This book, however, is sharp, bang up to date (4th edn) and ideal for anyone involved in building and articulating brands. Don't be put off by 'designing' in the title: it's ideal for copywriters (like me) and planners, for example, and as a resource or even a refresher for experienced branding professionals.
Beautifully presented, a delight to read, 300+ fascinating pages... it definitely doesn't have an academic feel, but it does takes you through processes and metrics, rather than woolly suggestions, and there's a huge amount to get your teeth into. It's the first book I've encountered which looks at brand-building as a process and a science, as something which can be followed, and it provides the tools to help you do it. If I wasn't afraid of appearing to gush, I'd say I'd stumbled on trade secrets I should be paying a fortune for under the label 'consultancy'.
Definitely recommended - although, unlike all the other books I wasted my money on, this one won't be a quick scan-read!
I've bought quite a number of books on this topic and they all suffer from either being (a) incredibly academic (and, therefore, dull to read), (b) full of waffle and jargon, or (c) the author has a completely over-inflated opinion about him/herself and their book is largely condescending. The worst books combine all three aspects - feel free to peruse my other reviews on Amazon.
Where Designing Brand Identity stands out is that it is easy to read and follow - beginners to this topic will find it just as easy to follow as experienced practitioners. It's written in a very engaging way and is literally a step-by-step guide on designing and developing your brand. I would also say don't be out off by the 'Designing' part of the title - this book is not just for those setting out to design a new brand. Experienced brand professionals will also find a wealth of information in here, either as refresher material, or (because the book is completely up to date) for information on developing your brand in 2013 onwards - including across websites, mobile and tablet platforms.
The book is split into three parts. The first presents the fundamental concepts of branding, covering the basics from what is a brand and brand identity, to brand ideals, brand elements and brand dynamics.
The second part covers the process(es) involved in designing a brand - with a big slant on processes, it covers research, audits, competitive analysis, strategy, design, touchpoints and managing assets.
The final part of the book covers a number of case studies - from brands of all sizes - and reinforces the best practices that were covered earlier in the book.
At 300+ pages, this isn't a small book by any stretch of the imagination, however, it's easy to read and follow and you can dip in and out of it depending on where you are in your brand journey. I'd highly recommend this to anyone working in communications and marketing too - you'll learn a lot more about how a brand is developed, and that knowledge will make your campaigns all the more powerful.
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