Branding is …a disciplined process used to build awareness and extend customer loyalty …about seizing every opportunity to express why people should choose one brand over another.
Reasons for Branding • Easy to • buy • sell • build brand equity
“The best identity programs embody and advance the company’s brand by supporting desired perceptions.” “Identity expresses itself in every touchpoint of the brand and becomes intrinsic to a company’s culture – a constant symbol of its core values and its heritage.”
Positioning • Al Ries and Jack Trout (1981)
Big Idea • Organizational totem pole
Tagline Characteristics • Short • Differentiated from competitors • Unique • Captures the brand essence and positioning • Easy to say and remember • No negative connotations • Can be protected and trademarked • Evokes an emotional response • Difficult to create
Brand Marks • Signature • Structured relationship between a logotype, brandmark, and tagline
Look and Feel …is the visual languagethat makes a system proprietary and immediately recognizable. …expresses a point of view.
Look and Feel • Design (marrying form with content) • Color palette • Imagery • Typography • Sensory experiences