2 of 2 people found the following review helpful
Excellent overview of the whole branding process,
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This review is from: Designing Brand Identity: An Essential Guide for the Whole Branding Team (Hardcover)
Designing brand identity is a birds-eye overview of the entire branding process, supplemented by a well-described set of branding and rebranding case studies. It gives enough information about each part of the process for non-specialists to understand what is going on, to give an overall process framework to a brand manager, and to introduce practical branding to marketers and PR professionals looking to extend their skills into branding.
Designing brand identity will not give you specialist knowledge in any area. The section on typography, for example, is only two pages long. However, it is authoritative in what it does say, and it summarises a great deal of information. You can easily go deeper in each area by finding specialist books on those subjects, but it is quite unusual to find a book like this one which brings it all together in such a comprehensive, clear sighted and practical way. Wolf Ollins On B®and will give you more brand theory, and Al Ries on The 22 Immutable Laws Of Branding will help you get your mind round what branding is more quickly, but neither offers a practical programme for actually getting on with the business.
If you're a brand manager, want to be a brand manager, or are a part of a branding team -- for example a graphic designer -- then this is a superb book which will well repay the time you spend with it. If you're just looking to put your own brand together, then you would probably be better working through Build a Brand in 30 Days.
Overall, this book thoroughly fulfils its promise of being an essential guide for the whole branding team. It is very strong on processes and checklists, which are otherwise hard to find in such depth, and is unusually successful in making the case studies work to improve understanding, rather than merely existing as illustration.