Designing Brand Identity
by Alina Wheeler
Now in its fifth edition, this bestselling classic is an extremely useful tool for anyone working to create a brand strategy or identity. It is a complete resource of the tools needed for branding success, from research, strategy, design, launch and management, plus many best practice case studies, making it suitable for everyone from complete novices to seasoned brand professionals.
Branding is key to the success of a product or service, helping customers choose you in an expanding and highly competitive marketplace. This book gives you a clear roadmap to developing a brand, making it stand out and attracting your target audience.
The book is split into three sections: the fundamentals of branding, the branding process and case studies showing best practice. Over 100 branding topics are included, each accompanied by illustrations, diagrams, checklists and quotes that make the concepts covered clear and easy to digest.
According to Wheeler, the major functions of a brand are:
- Navigation – helping customers choose from an array of options
- Reassurance – communicating the intrinsic values of the business and product to the customer and making them feel they have made the right purchasing decision
- Engagement – helping customers to engage and identify with the product
To help readers create a brand identity that meets each of these functions, Wheeler sets out a five-step process, from research through to launch:
Having gone through the process of designing a brand, Wheeler then examines a wide selection of case studies of top brands from different industries around the world and describe the best practices that build better brands. The most successful brands, like Coca-Cola, Apple, Nike, Disney or McDonalds, are recognisable in any context and endure despite constantly shifting market conditions.
Designing Brand Identity reads more like a text book than a typical business book, meaning you are unlikely to read it through in one sitting, but it’s an excellent resource that you are likely to continually consult and pull ideas from.
“Alina Wheeler explains better than anyone else what identity design is and how it functions. There’s a reason this is the 5th edition of this classic.”Paula Scher, Partner, Pentagram
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