This book will guide you through the steps necessary to build a brand from the ground up:
Step 1 (Chapter 1): Create a brand platform
Step 2 (Chapter 2): Devise a brand name
Step 3 (Chapter 3): Design your brand's identity
Step 4 (Chapter 4): Craft your brand atmosphere touch points
Most entrepreneurs, even seasoned brand managers, launch first and then work on slowly transforming the new offering into a brand. A logical progression, I would agree. After all, how can you possibly launch as a brand if you don’t have any customers or marketing outreach and—obviously, since you just launched a new offering—you have no legacy or advocates?
The simple answer is by design. Design relates to the systematic process you have to adhere to, which is likely the primary reason you are holding this book in your hands. In addition though, design truly holds the key to the success of your new brand. It will set your offering apart to look, feel, and sound like a brand at the time of launch, as opposed to something that might or might not have the power to eventually turn into a brand. This book will teach you how to launch your brand by design.
In this book I share expert insights based on two decades of professional experience transforming new product and service ventures from ideation phases to tangible brand realities. Each of the key phases of preparing for a brand launch are broken down into practical guidelines designed to help you make the right branding decisions along the way.
|Publisher:||Geyrhalter Design Inc|
|Edition description:||2nd ed.|
|Product dimensions:||5.50(w) x 8.50(h) x 0.32(d)|
About the Author
Geyrhalter has been published internationally by the likes of The Washington Post, Graphis and Communication Arts. He has written about branding for publications including Mashable and Entrepreneur and is a columnist for Inc. An active jury member of the Academy of Interactive & Visual Arts and winner of numerous design awards, including 23 American Graphic Design Awards, Geyrhalter is often invited to judge international design competitions. He served as an adjunct professor at USC and Art Center College of Design and is an Advisory Board Member of the Santa Monica College. Geyrhalter is a frequent speaker and mentor to entrepreneurs worldwide, a "Global 100" mentor at the Founder Institute and author of the #1 best selling book "How to Launch a Brand." He is further serving as consulting Executive Creative Strategist at Urban Insight, a leading technology consulting firm, managing the intersection of brand vision and creative digital strategy.
At the age of 21, he became Creative Director at Insyght, developing corporate identity and collateral projects for pharmaceutical industry giants like Pfizer and Lilly. He later served as Creative Lead at Genex, an Adweek Top 50 Interactive Agency, overseeing the emerging online media account for the luxury automotive brand Acura.
For 12 years he has been running the highly successful branding and graphic design agency Geyrhalter & Co, working for clients such as The Bill & Melinda Gates Foundation, Goodwill, Brandman University, W Hotels, CO-OP Financial Services, USC, Evolution Juice, The City Of Los Angeles and John Varvatos.
Geyrhalter was born in Vienna, Austria and is a graduate of Art Center College of Design.
Table of Contents
The Brand Development Process, Resources for Getting Prepped / Brand Platform: Defining a Brand's Positioning, Brand Identity Associations, Point(s) of Difference and Brand Value, The Importance of Connecting with Your Audience, Understanding (and Besting) the Competition, Constructing a Philosophy, Developing your Brand's Personality, Deriving and Embodying your Brand's Core Values, Establishing your Brand Architecture, Brand Platform Takeaways & Insights / Naming: Characteristics of a Great Name, Types of Brand Names, Selecting the Final Name, Choosing a Domain, Trademarks, Naming Takeaways & Insights / Identity Design: Forms of Identity Design, Seven Components to Look for in a Great Identity Design, Leveraging the Three Core Components of your Brand Identity to Enhance Messaging, Trademarking Your Brand Identity Mark, Identity Design Takeaways & Insights / Brand Atmosphere Touch Points: Significance of Color, Significance of Typography, Photography Considerations, The Art of Crafting a Brand Voice, The Power of Social Media Branding, Envisioning the Brand Environment, Traditional and Essential Collateral, Brand Atmosphere Takeaways & Insights