09-25-2017, 03:36 AM
This book is a goldmine if you want to create a longlasting brand (for whatever purposes)
Here are the core principles developped in this book
BUILDING A BRAND CAN REALLY BE AS SIMPLE, TANGIBLE AND TRUSTWORTHY AS BRICKS AND MORTAR ... JUST LIKE BUILDING A HOUSE.
The concept of branding has often been feared as something of a craft that we can't always understand let alone manage.
The aim of this book is to make branding tangible by relating it to everyday experience
BUILDING YOUR OWN HOME IS ABOUT DESIRE, FANTASY.
BUT IT'S ACHIEVABLE; ANYONE CAN DO IT.
Kevin McCloud
CONTENTS
Every building project is divided into distinct stages which need to be considered for a successful outcome.
Each stage in this book has a number of statements relating to building a house which are indicative of relevant branding issues.
STAGE 1 Dream
AS WITH BUILDING A HOUSE, ANY BRAND MUST BEGIN WITH A DREAM, A BIG IDEA.
What do you want to create?
What must it achieve?
Every brand should have an analysis of what you have against what you want. Issues such as
location, purpose and style must always be thought through ...
• Where should the brand be positioned?
Is it premium or budget?
• What is the brand personality?
• What are the key brand attributes?
How do they relate to the target audience?
And it is necessary to consider ...
• How long do you intend for this brand to exist in this way?
• What do you need to consider now for the growth of the brand into new opportunities?
STAGE2 : Plan
IT'S EASY TO MAKE THE MISTAKE OF BUILDING A HOUSE WITHOUT THOROUGH PLANNING.
IT'S THE SAME WITH A BRAND.
What do you want to create?
What must it achieve?
Review your analysis and develop a strategy to answer all your questions to make sure the brand has the best chance of success ...
• Does the overall industry or segment have any particular conditions to allow for?
• Who is your target audience? What are the demographics and dimensions? What do they want? What do you offer?
• What other brands exist in the space? Are they too close to yours?
• What issues and/or regulations do you need to be mindful of?
• Have you allocated the appropriate amount of time, money and resources to create, launch and sustain your brand? What have you missed that could cost you dearly if not allowed for at the beginning?
• When is your launch date? Is it fixed or flexible? What is your rollout plan?
STAGE 3 Start
AS WITH A HOUSE, STARTING A BRAND FROM NOTHING IS VERY DIFFERENT FROM REBUILDING AN EXISTING ONE.
Make sure you know whether your objectives require a complete rebrand or just a refresh.
The term "Branding~ encompasses all forms of brand building which can cause real problems
when defining the project among various stakeholders.
Confusion will arise as they will all have a different understanding of what needs to be done how long it will take and how much it will cost. It is critical to be clear as to where you are starting ...
• Branding start-ups can seem easy, but just remember you may have to live with it for a long time.
• When a brand is no longer delivering value sometimes you have to tear it down and start all over again.
• Success can generate its own challenges if you acquire, or merge with, another company. Can the two form one cohesive brand?
• Growth into new markets often requires a brand extension, so it is important to have clearly defined brand architecture.
• Branding can often be unhelpfully reduced to just design, it is important to know whether you intend to rebrand or just redesign.
STAGE 4 Design
IT'S TEMPTING TO BYPASS THE DESIGN STAGE AND JUST START BUILDING.
A BRAND, LIKE A HOUSE, MUST BE FUNCTIONAL AS WELL AS BEAUTIFUL.
Your brand must always visually communicate who you are, being relevant and consistent by connecting both rationally and emotionally to your audience.
A great idea doesn't just happen it must be brought to life through expertise.
Working with people who can understand your unique situation is essential ...
• Is your brand design providing a full visual identity or just a logo?
• Is the brand appropriate for your market? Is it designed to last?
• Does the brand communicate what you are really on about? The brand personality and promise?
• Does the brand design allow for all of your needs? Internally and externally?
• Does the visual identity allow for all possible uses or organic changes in the future?
• Is your brand unique enough to be easily identified?
STAGE 5 Build
LIKE A HOUSE, A BRAND MUST BE BUILT BY PEOPLE WHO SHARE YOUR VISION AND IT MUST
REFLECT WHO YOU REALLY ARE.
Being an authentic brand and developing a culture around your values is key to success.
In housing the building is physical, in branding it is also emotional, in the hearts and minds of all stakeholders. In order for the brand to be successful, you need to communicate and support the values and build a culture to support and drive the brand around them ...
• Building well requires thorough management, implementing the plans within budget and on time.
• Make sure you have buy in from all levels of management, that you are clear and in agreement on all the tasks and timeframes. Changing mid stream will cause significant delays and disappointment.
• Collaborate with the most competent people who not only understand your principles but are also committed to implementing them.
• Consider every touch point for your brand and ensure you deliver on them so that your brand is solid enough to survive and thrive through all conditions.
• Develop clear guidelines as a solid foundation, being flexible and organic enough so that everyone can implement the brand successfully.
• Specify how to approach the many and varied applications of the brand, allowing for creativity and innovation along the way.
STAGE 6 Detail
AS WITH A HOUSE, STRONG IMPRESSIONS OF A BRAND CAN QUICKLY FADE IF THE INDIVIDUAL EXPERIENCE DOESN'T DELIVER ON EXPECTATIONS.
If you are going to say it, you have to do it.
After you've built a solid structure, it's the details that are seen and remembered.
The challenge is to achieve the right balance between flexibility of expression and consistency in communications.
• All applications need to be appropriate for the medium and communicate a strong and consistent message. From working on the web,within a real environment, even simply on a business card.
• Be prepared to protect and preserve the critical brand elements through copyright and trademark process.
• Utilize an asset management system with clear organization to maintain the quality of reproduction.
• Many brands exist within confined spaces with not much room to explore. Great brands consider how to grow within the safety of their own fences.
• Everything that works well requires maintenance. For a brand to remain relevant and meaningful it must be assessed and updated at regular intervals.
• Many team members want to have their own contribution and expression but just make sure that what is seen and experienced by everyone else is a faithful expression of the brand as you determined it.
MOVE IN, ENJOY.
Here are the core principles developped in this book
BUILDING A BRAND CAN REALLY BE AS SIMPLE, TANGIBLE AND TRUSTWORTHY AS BRICKS AND MORTAR ... JUST LIKE BUILDING A HOUSE.
The concept of branding has often been feared as something of a craft that we can't always understand let alone manage.
The aim of this book is to make branding tangible by relating it to everyday experience
BUILDING YOUR OWN HOME IS ABOUT DESIRE, FANTASY.
BUT IT'S ACHIEVABLE; ANYONE CAN DO IT.
Kevin McCloud
CONTENTS
Every building project is divided into distinct stages which need to be considered for a successful outcome.
Each stage in this book has a number of statements relating to building a house which are indicative of relevant branding issues.
STAGE 1 Dream
AS WITH BUILDING A HOUSE, ANY BRAND MUST BEGIN WITH A DREAM, A BIG IDEA.
What do you want to create?
What must it achieve?
Every brand should have an analysis of what you have against what you want. Issues such as
location, purpose and style must always be thought through ...
• Where should the brand be positioned?
Is it premium or budget?
• What is the brand personality?
• What are the key brand attributes?
How do they relate to the target audience?
And it is necessary to consider ...
• How long do you intend for this brand to exist in this way?
• What do you need to consider now for the growth of the brand into new opportunities?
STAGE2 : Plan
IT'S EASY TO MAKE THE MISTAKE OF BUILDING A HOUSE WITHOUT THOROUGH PLANNING.
IT'S THE SAME WITH A BRAND.
What do you want to create?
What must it achieve?
Review your analysis and develop a strategy to answer all your questions to make sure the brand has the best chance of success ...
• Does the overall industry or segment have any particular conditions to allow for?
• Who is your target audience? What are the demographics and dimensions? What do they want? What do you offer?
• What other brands exist in the space? Are they too close to yours?
• What issues and/or regulations do you need to be mindful of?
• Have you allocated the appropriate amount of time, money and resources to create, launch and sustain your brand? What have you missed that could cost you dearly if not allowed for at the beginning?
• When is your launch date? Is it fixed or flexible? What is your rollout plan?
STAGE 3 Start
AS WITH A HOUSE, STARTING A BRAND FROM NOTHING IS VERY DIFFERENT FROM REBUILDING AN EXISTING ONE.
Make sure you know whether your objectives require a complete rebrand or just a refresh.
The term "Branding~ encompasses all forms of brand building which can cause real problems
when defining the project among various stakeholders.
Confusion will arise as they will all have a different understanding of what needs to be done how long it will take and how much it will cost. It is critical to be clear as to where you are starting ...
• Branding start-ups can seem easy, but just remember you may have to live with it for a long time.
• When a brand is no longer delivering value sometimes you have to tear it down and start all over again.
• Success can generate its own challenges if you acquire, or merge with, another company. Can the two form one cohesive brand?
• Growth into new markets often requires a brand extension, so it is important to have clearly defined brand architecture.
• Branding can often be unhelpfully reduced to just design, it is important to know whether you intend to rebrand or just redesign.
STAGE 4 Design
IT'S TEMPTING TO BYPASS THE DESIGN STAGE AND JUST START BUILDING.
A BRAND, LIKE A HOUSE, MUST BE FUNCTIONAL AS WELL AS BEAUTIFUL.
Your brand must always visually communicate who you are, being relevant and consistent by connecting both rationally and emotionally to your audience.
A great idea doesn't just happen it must be brought to life through expertise.
Working with people who can understand your unique situation is essential ...
• Is your brand design providing a full visual identity or just a logo?
• Is the brand appropriate for your market? Is it designed to last?
• Does the brand communicate what you are really on about? The brand personality and promise?
• Does the brand design allow for all of your needs? Internally and externally?
• Does the visual identity allow for all possible uses or organic changes in the future?
• Is your brand unique enough to be easily identified?
STAGE 5 Build
LIKE A HOUSE, A BRAND MUST BE BUILT BY PEOPLE WHO SHARE YOUR VISION AND IT MUST
REFLECT WHO YOU REALLY ARE.
Being an authentic brand and developing a culture around your values is key to success.
In housing the building is physical, in branding it is also emotional, in the hearts and minds of all stakeholders. In order for the brand to be successful, you need to communicate and support the values and build a culture to support and drive the brand around them ...
• Building well requires thorough management, implementing the plans within budget and on time.
• Make sure you have buy in from all levels of management, that you are clear and in agreement on all the tasks and timeframes. Changing mid stream will cause significant delays and disappointment.
• Collaborate with the most competent people who not only understand your principles but are also committed to implementing them.
• Consider every touch point for your brand and ensure you deliver on them so that your brand is solid enough to survive and thrive through all conditions.
• Develop clear guidelines as a solid foundation, being flexible and organic enough so that everyone can implement the brand successfully.
• Specify how to approach the many and varied applications of the brand, allowing for creativity and innovation along the way.
STAGE 6 Detail
AS WITH A HOUSE, STRONG IMPRESSIONS OF A BRAND CAN QUICKLY FADE IF THE INDIVIDUAL EXPERIENCE DOESN'T DELIVER ON EXPECTATIONS.
If you are going to say it, you have to do it.
After you've built a solid structure, it's the details that are seen and remembered.
The challenge is to achieve the right balance between flexibility of expression and consistency in communications.
• All applications need to be appropriate for the medium and communicate a strong and consistent message. From working on the web,within a real environment, even simply on a business card.
• Be prepared to protect and preserve the critical brand elements through copyright and trademark process.
• Utilize an asset management system with clear organization to maintain the quality of reproduction.
• Many brands exist within confined spaces with not much room to explore. Great brands consider how to grow within the safety of their own fences.
• Everything that works well requires maintenance. For a brand to remain relevant and meaningful it must be assessed and updated at regular intervals.
• Many team members want to have their own contribution and expression but just make sure that what is seen and experienced by everyone else is a faithful expression of the brand as you determined it.
MOVE IN, ENJOY.