Full Description
"As an in-depth explanation of one organisation's brand strategy, this guide is both fascinating and full of useful insights." — The CA magazine (UK)
Get tactical insight from the top business-to-business branding experts—and gain a global presence
This comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience.
This book will illustrate all the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. Here, the speculative is replaced by the proven: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services.
Features essential up-to-date strategies for keeping your brand fresh and enduring
Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more
Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands
Incorporates best practices for emerging markets
With guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without.
Contents
Section 1 Defining it
Brand overview
What is branding? 2
What is brand identity? 6
B2C versus B2B branding 10
The "brandscape" 14
Brand strategy 16
Brand architecture 20
Brand purpose 24
Brand positioning 26
Brand experience 30
Brand engagement 34
Brand measurement 38
Section 2 Building it
Brand elements
Name 44
Tagline 48
Tone of voice 52
Logo 56
Color 60
Typography 64
Imagery 68
Composition 72
Iconography 76
Information graphics 80
Sound 84
Section 3 Using it
Brand applications
Business materials 90
Presentations 94
Brochureware 98
Magazines and newspapers 102
Reviews and reports 106
Proposals 110
Packaging 114
One-time materials 118
Advertising 122
Sponsorships 128
Electronic communications 132
Websites 136
Mobile apps 140
Social media 146
Audiovisuals 150
Office environments 154
Events and exhibitions 164
Merchandise 168
Section 4 Defending it
From alliance to compliance
Brand asset management 174
Brand compliance 178
Brand champions 182
Designers and networks 186
Rollout strategies 190
Workshops and education 194
Evolving the system 200
Image Credits 204
About the authors 206
Index 209
