Is it your vision or your mission that’s more important? What’s the difference between a logo, a wordmark or identity standards? What are the stakeholders and why do they all matter? It’s kind of ironic, isn’t it, that the world of branding has so much confusion? With so many different definitions out there, I figure it is good to let you know my language. Not that other people are wrong, but in the world of branding, new buzz words are popular, and people have a tendency to use very creative language to say the same thing in different ways. Recommended Reading There are plenty of good books out there. Heck, I am writing one, too. These are some of the ones that I read recently that are the most inspiring and the most useful. The Five Dysfunctions of a Team Peter Lencioni Brilliant. In fact, I recommend anything in his series, but start with this one. I’ve adopted these simple principles as critical for team dynamics. It’s so clear and simple. Ignore it at your own risk. Designing Brand Identity Alina Wheeler The most complete, straightforward and logical book about developing a complete brand identity. This book highlights the amount of detail and complexity behind stunning identity systems. Made to Stick Chip & Dan Heath Have you ever wondered why some ideas catch on and others slip away. Chip and Dan have examined plenty of them and broke it down into an intriguing theory. It won’t make your own ideas better, but it will help you recognize the good ones. Branding For Dummies Bill Chiaravalle & Barbara Findlay Schenck Seriously - it’s full of simple, valuable insight. If you don’t have the fees to pay a professional, at least drop a few dollars and read this. It won’t give you inspiration or prevent a poor creative choice, but at least you’ll have a better understanding of what a brand actually is. It’s a good start. This list is just the stuff that I have found causes the most confusion. It’s not a complete branding lesson. The Basics: Brand: The story that other people believe about your company, organization, product, cause, etc... Brand Development: The creation of your brand story, and subsequent evolutions to it. Brand Story: How you define the brand and the big picture goal for your brand strategy. Brand Strategy: The plan to implement the branding efforts. Branding: Specific tactics to purposefully attempt to influence the perception of your brand. Brand Architecture: The relationships between a core brand and it’s sub brands, distinct from the operational structure, and the distinct emphasis of different brands. Brand Identity: The look & feel (in fact, anything sensory) of your brand and it’s touch points. (see Identity Standards) The Development Phase: Goal: Big picture measure of success for the business. Objectives: Measurable benchmarks of success. Strategies: Specific operational choices to achieve your objectives. Tactics: Specific initiatives designed to support the strategies. Vision: Your non-negotiable purpose beyond profit. Your vision is the simple reason that your organization exists. Mission: Your big picture business model to achieve your vision. Driving Forces: / Values: The non-negotiable choices for behaviour and the attitude behind your brand. Driving Forces define the shared passions of the organization. Guiding Principles: Pretty much the same as Values, but as written, they often include mission statement phrases, too. Brand Audit: A defined process for determining the strength, challenges or opportunities of the brand. Brand Assessment: A test of the current brand strategy that prioritizes the challenges facing the brand. Identity and Design: Identity Standards: The collection of marks, colours, fonts, images and design templates that support the brand. As necessary, identity standards will include guidelines for all 5 senses. Logo: A distinct mark that represents the identity that can include a mix of name, phrases and shapes. Wordmark: A stylized design of the company name. Icon: A shape or image that is used consistently within the identity. Tagline: consistently used phrase that enhances the understanding of the brand. Positioning Line = describes business and the quality of the offer, Culture Statement = defines the attitude behind the brand Operations & Culture Culture: The internal standards by which you choose to operate your company. It’s the company’s personality. Stakeholders: Five identifiable groups who have distinct connection or relationship to the brand: Employees, Customers, Shareholders, Vendors and the Community. Brand Champion: People within your organization who best demonstrate and evolve the brand experience through their actions. A team of champions is incredibly valuable.
 
 
 
 
More Knowledge.
 
 
Copyright 2004 - 2008 Stephen Abbott Group Never stop Learning about brands Keynotes & Workshops Business leaders of all kinds benefit from clarity and inspiration about their brand. From small business entrepreneurs to Fortune 500 CEOs, brand related topics are always popular. Stephen is a captivating speaker, able to deliver dynamic keynotes designed to inspire, or workshop programs that put ideas into action. The Essential Brand Strategy: The Critical Steps to Building a Brand Beyond “May I help you?” Delivering the Brand Through Customer Service Strategy Brand Champions: Creating a Winning Team (workshop only)
 
 
 
Customized topics are also available. Contact Stephen Abbott Group to find out about speaking and workshop options. stephen@a-millionmonkeys.commailto:speaking@a-millionmonkeys.com?subject=Workshop%20Inquiryshapeimage_18_link_0
 
Plan 365™ Fireside Chat™ Brand 101
 
Brand Intelligence™
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
My book is coming soon. I’ll let you know when it’s out.