Branding is more than design
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Branding is more than just design. It is the sum of all impressions and experiences with a company across every touchpoint. A strong brand tells a coherent story that shapes how customers perceive and relate to a company. It is built on trust, promises kept, and standing for meaningful ideals. Good branding creates emotional connections that allow customers to see themselves in a company's products and services.
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Branding is more than design
- 2. Today’s chat Design vs branding Stories Trust and promises
- 3. Today’s chat stories identity design brand
- 7. branding’
- 8. and see hear and feel branding’ touch taste and smell and believe
- 9. product design shops emotion behaviour word-of-mouth language graphic design music jingles behaviour architecture advertising real performance interiors that new car smell PR
- 10. The ONE-STOP SHOP NEUTRONLLC.COM contains the resources C R E AT I V E SERVICES A DV E RT I S I N G to develop and DIRECT RESPONSE steward the brand. RESEARCH POP D I S P L AY S EXHIBITS PUBLIC Easy to manage IDENTITY R E L AT I O N S SUPPLIERS Promise of consistency EVENTS PRODUCT DESIGN PROMOTIONS Little ownership of brand Little choice of teams P U B L I C AT I O N S WEB BRAND ST R AT E G Y DESIGN NAMING PA C K A G I N G ANNUAL REPORTS C O M PA N Y
- 11. The BRAND AGENCY POP NEUTRONLLC.COM hires best-of-breed D I S P L AY S C R E AT I V E SERVICES firms to help develop IDENTITY RESEARCH and steward the brand. DIRECT RESPONSE A DV E RT I S I N G ANNUAL REPORTS Choice of teams SUPPLIERS Promise of consistency EVENTS Little ownership of brand BRAND AGENCY PROMOTIONS NAMING BRAND S T R AT E G Y PA C K A G I N G P U B L I C AT I O N S PRODUCT WEB DESIGN DESIGN PUBLIC R E L AT I O N S EXHIBITS C O M PA N Y
- 12. The INTEGRATED MARKETING TEAM is managed internally with open collaboration among C R E AT I V E S E RV I C E S A DV E RT I S I N G best-of-breed specialists. RESEARCH DIRECT RESPONSE ANNUAL IDENTITY REPORTS Choice of teams Promise of consistency EVENTS POP Ownership of brand D I S P L AY S EXHIBITS Difficult to manage C O M PA N Y SUPPLIERS PUBLIC R E L AT I O N S PROMOTIONS WEB DESIGN PA C K A G I N G BRAND P U B L I C AT I O N S S T R AT E G Y NAMING PRODUCT DESIGN NEUTRONLLC.COM
- 13. collaborative networks, IN REALITY, COLLABORATIVE per project NETWORKS AREN’T THAT SIMPLE. NEUTRONLLC.COM
- 14. What is branding? Word-of-mouth & Audi’s new car Intel’s sonic Kobe’s (& Nike’s) O2’s bubbles social networking smell signature/sound winning attitude & blue grade Japans’ Imperial Palace Singapore Airlines’ Starbucks’ ‘home- Oxo’s Good Grips architecture in Tokyo employee behaviour from-home’ ambience performance Sony’s brandline: Madonna’s live Coke’s Open Metallica’s name, make.believe music events Happiness promise and signature and advertising
- 15. it’s the thing
- 16. BIG it’s the thing as a sum of all the little things
- 19. Design must be is branding Otherwise it’s a meaningless pursuit of style, what’s ‘fashionable’, over substance.
- 21. Design endures. Campaigns come and go...
- 23. Own your Niche and NAIL IT!
- 25. Nailing the niche A brand story of: Expertise Ruthlessness Hope,Glamour Dreams fulfilled The underdog winning Cash. Lots of it.
- 27. but it used to be (to denote ownership)
- 28. logos signal brands and remind us of them, when a broader experience is not available
- 29. logos should actually be called brandmarks as they are the mark of the brand they represent.
- 30. Brandmarks signal bigger brand ideals doesn’t represent the president (only), but change we can believe in ON SUNDAYS THEY WORSHIP HARLEY, GOD OF THE OPEN ROAD. doesn’t sell motorcylces, but the freedom of the open road
- 31. Brandmarks signal bigger brand ideals
- 32. Brandmarks signal bigger brand ideals search made simple
- 33. Branding is not about sticking Brandmarks everywhere (to denote ownership)
- 34. That’s insulting, and patronizing, and consumers will kill you - you lose.
- 35. That’s insulting, and patronizing, and consumers will kill you - you lose. Branding is about much much more...
- 36. Brands are reputation and a gut feel
- 37. Brands are a story well-told from beginning to end
- 38. so that we remember recognize (p)refer one over another
- 39. A story well told - why? Gives deeper meaning to our everyday experiences and the ability for us to define our own self-identity by virtue of the brands we choose to align ourselves (our own brands) with
- 40. brand & design shape us “My favorite design is the Nike ‘tick’ because it makes me feel confident - even though I am not so good at sports.” –Raoul, age 11
- 43. Brand failure
- 44. A story of adventure, nostalgia and travel: (and quality, glamour, taste.... and fitting in)
- 45. Brand is reputation & expectation are everything (almost)
- 46. Good branding is reputation & expectation managed & delivered design!
- 47. this is why design matters as one part of the brand story influence, shape perception, enhance experience
- 48. that’s why identity matters physical, residual, emotional, intellectual
- 49. that’s why identity the enemy of parity
- 50. WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.
- 52. Identity the enemy of parity
- 53. Identity the enemy of parity
- 54. Identity the enemy of parity
- 55. Brand Truth Eco friendly
- 56. Brand Truth
- 57. Brand Truth
- 59. Eco challenge
- 60. Brand challenge
- 61. Why is branding so hot? 1 People have too many choices and too little time 2 Most offerings have similar quality and features 3 We tend to base our buying choices on trust
- 62. ? Trust branding just happened
- 63. brand is not what YOU say it is...but what THEY say it is. - Marty Neumeier
- 64. Because today we live in a word- of- mouth world... - Gary Vaynerchuck
- 65. THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY?
- 66. Trust
- 67. Critical question: Is this how you are seen to be (an unfocused brand)?
- 70. now it’s about claiming hearts, minds & souls
- 72. it’s also now about promises made & kept
- 74. Brands need to stand for something
- 75. Brands need to stand for something Never take human life Adhere to a strict moral code (Midwestern values) Commitment to operating within the law as an example to other heroes Always deliver Never be late
- 76. Brand failure
- 77. ? big question what do you stand for
- 78. ANSWER: NEUTRONLLC.COM and how do you stand WHEN IT SCARES THE HELL OUT OF EVERYBODY. out?
- 79. Critical point: If you do not differentiate you’re dead
- 80. In summary Branding is the BIG thing Storytelling Differentiation Trust and transparency Promises kept
- 81. How? How? How? How? How? How?
- 82. Vorsprung durch technik (lead through technology)
- 83. Vorsprung durch technik (lead through technology) =
- 86. Architecture
- 87. Iconic lines
- 90. Interior design
- 92. Photography
- 96. Service
- 100. Distinct graphic brandstyle Colour Typography Photography Layout grid Information design
- 104. An eye on the past, and future
- 105. Vorsprung durch technik (lead through technology) Innovation Leadership Design = Quality Detail Forward thinking Heritage Care and response Inner strength Oh, and fine motoring Drive experiences Individuality Ambition Against the grain
- 106. Parity overcome: From commodity to object of desire
- 107. Expressing the Brazilian way of life, through vibrant, laid back, colorful and bold characteristics.
- 108. Simple and sophisticated, for the poor and the rich, traditional and modern, fashionable and casual.
- 109. Brand essence: a vibrant spirit based on simplicity, authenticity, play, enjoyment, Brazilian: and physical free spirited, with a zest for life and an instinct for comfort. improbable combinations.
- 110. Colour for your feet
- 119. universally happy
- 127. The beginning of your road potential passion patience pie
- 128. The beginning of your road awake aware
- 129. discussion tx
- 130. www.idholland.com www.dm-idholland.com www.designroomsport.com www.ideaforesight.com http://idholland.tumblr.com/ discussion References: Marty Neumeier, The Brand gap Gary Vaynerchuck tx IDEO.com