History of Brands It’s possible to argue that brands have been around since the early Egyptians, or the Twelve Tribes of Israel. Ornaments, shields, flags, or emblems were used to mark the identification of individuals or groups. Heraldry as it were called eventually became know as a Coat of Arms. Documents, military ranks, possessions, nobility, and eventually families, were marked with the color and distinct design on a Coat of Arms. This distinction would become a symbol of identity of rank and royalty for years to come. An early Brand.

- marks a position in the marketplace - is recognizable - creates loyalties - stays current - is profitable Today a Brand

A Brand is not - a logo - a corporate identity system or style manual - a product

A Brand is: a gut feeling about a product, service or company. the Brand is defined by individuals, not the company. Each person creates his or her emotion toward a Brand. While companies can’t control this process, they can influence it by communicating the qualities of the product. The what makes this Brand better then that emotions. When enough individuals arrive at the same gut feeling, a company can be said to have a Brand. In other words, a Brand is not what a company says it is, it’s what consumers say it is.

A Brand is: a Brand is a promise the big idea expectations that reside in each customer’s mind Branding is about making an emotional connection People fall in love with Brands-they trust them, develop strong loyalties, buy them, and believe they are the best. “Products are created in the factory. Brands are created in the mind.” Walter Landor, founder, Landor Associates.

Why have Brands become important? Bottom line is Brands build companies. Ineffective brands undermine success. Competition has created countless choice, standing out is imperative. Being remembered is essential, and becoming harder everyday. A strong Brand stands out in a densely crowded marketplace. There is substantial evidence that companies whose employees understand and embrace the Brand are more successful.

The Brand is the nucleus of sales and marketing activities which result in increased awareness and loyalty when managed strategically. See page 3 in your textbook for illustration Brand Touchpoints

What is Brand Identity? Brand Identity is the visual and verbal expression of a Brand. You can see it, touch it, hold it, hear it, watch it move. It begins with a Brand name and symbol and builds exponentially into a matrix of tools and communications. On applications form business cards to websites, from advertising campaigns to fleets of planes and signage, brand identity increases awareness and builds businesses. A logo is a point of entry to the Brand.

Why Use Alignment? The best Brand identity is memorable, authentic, meaningful, differentiated, sustainable, flexible and have value. Recognized across cultures Brand identity is an asset that needs to be managed, nourished, invested in, and leveraged.

building awareness and recognition of a brand is facilitated by a visual identity that is easy to remember and immediately recognizable. Through repeated exposure of certain brand identies, symbols become so recognizable that companies such as Apple, Nike, and Merill Lynch have actually dropped the logotype from their corporate signatures in national advertising. Colors become a mnemonic devie - when you see a brown truck you know its UPS. Understanding the sequence of visual perception and cognition provides designer and their clients valuable insight in to what will work best. The science of perception examines how individuals recognize and interpret sensory stimuli. Why does it work?

The sequence of cognition In order, the brain remembers shapes, color, and content. See illustration on page 7

When is it needed On average we experience some 3,000 marketing messages daily. In everyone the designer has considered how the consumer, will take in the identity of the manufacturer and remember the product. Survival of the fittest requires a brand strategy, and a medium to express it. Brand identity is a critical strategy.

Who Creates it? Branding is big business. There are consulting firms that “do branding” In the old days the difference between a branding consultant, design firm and an advertising agency were obvious. Today successful agencies must be able to develop a brand, and manage it. Some companies need to a global brand strategy, brand assets manager, a world-class designer to reposition the brand, some companies need a firm that knows how to created a look and feel, and translate that into an integrated system that works across divisions or products, or cultures. And still others need a specialists, such as a package and environmental designer, communication architects, or naming expert.

Brands are a major investment. Unlike advertising, which launches a new campaign each year, brand identity needs to endure. Brands, which are created and build over time, represent a major investment.

Why invest in brand identity. The brand identity is the company’s culture- a constant reminder of its core values and its heritage. When a customer recognizes a brand, and the emotions of comfort and loyalty are present. The stage is set for a sale. Makes it easy for the customer to buy Presents a distinctive professional image Differentiates it from its competitors Conveys respect for the customer (smart companies will do) Easy to remember name or package design Make it easy for the sales force to sell Builds awareness and understanding of a company and its strengths Works across cultures Make it easy to build brand equity Goal is to increase shareholder value A brand is considered one of the most valuable company assets A strong brand commands a premium price. Case: Starbucks

Brand Identity criteria An effective brand will: Be bold, memorable, and appropriate Be immediately recognizable Provide a clear and consistent image of the company Communicate the company’s persona Be legally protectable Have enduring value Work well across media and scale Work in both black and white and color

Brand Identity criteria There are over 1 million trademarks registered with the U.S. Patent and Trademark Office. So, what makes one better than the other. The best identities are the most effective when they help advance the company’s brand. It’s not about a terrific looking design, it’s the ideals of the company Vision, meaning, authenticity, coherence, differentiation, flexibility, sustainability, commitment, value When all these fall in place, A strong brand commands a premium price. Case: Starbucks

Vision Requires leadership, they must articulate their vision, and map out a strategy for the future. Leadership must motivate the people around them, employees or customers Brand identity needs to be a top-down initiative. CEO must endorse Designers need access to the vision. Brand consultants and designers need to have access to senior leadership. The designers goal is to create an identity that positions a company for growth, change and success. That identity needs to be future-oriented and anticipate what is not yet envisioned. The designer’s job is to bring tangible form to a vision for the future.

Meaning

Authenticity

Differentiation

Sustainability

Coherence

Flexibility

Commitment

Value

Brand Strategy

Positioning

Brand Architecture

Names

Taglines

Brandmarks Overview

Wordmarks

Letterform Marks

Brandmarks / Pictorial

Brandmarks / Abstract