Branding Process
Carty Design + Media: Award Winning, COMMUNICATIONS, Design + Media
We believe that great
design is driven by great
ideas.
Design and Branding
Branding is often confused with
"corporate identity" or "corporate
image." They actually have very
different meanings:
Corporate identity refers to a
company's name, logo, tagline —
its visual expression or its "look."
Corporate image is the public's
perception of a company, whether
that perception is intended or not.
Corporate branding, by contrast,
is a business process — one that
is planned, strategically-focused
and integrated throughout the
organization. Branding estab-
lishes the direction, leadership,
clarity of purpose, inspiration and
energy for a company's most im-
portant asset, its corporate
brand. If it has been effectively
managed, it should convey the
Volume 1 Issue 1 22.04.08
2008
essence, character and purpose of customers, prospects, business
your company and your products. partners, regulators, analysts, the
media, employees and all other
The corporate branding process groups that determine the viabil-
affects all forms of communica- ity of your company to do busi-
tions, from advertising to public ness. All corporate communica-
relations to product packaging. It
is the intentional declaration of
who you are, what you believe and
why your customers should put
their faith in your products.
Good design is
Your brand distinguishes you
good business.
from your competitors. And most — Thomas Watson Jr., IBM
importantly, corporate branding is
the promise that your company
keeps to your customers, pros-
pects, business partners, stock-
holders and employees. Investing tions should work together to
in your brand is investing in your have a positive impact on famili-
company's future. The logic be- arity and favorability.
hind the impact of branding is
simple: if consumers are more
familiar with your brand, they are A Process for Success
more likely to feel more favorable
toward you and to purchase your This is a proven and disciplined
product method for creating and imple-
menting an identity.
To maximize its effectiveness,
your corporate brand must be un- Regardless of the client or the
derstood by all key audiences: project, the process remains the
Image and perception help drive
value; without an image there is
no perception. — Scott M. Davis
same. What may change is the Prioritize and design applica-
depth with which each phase is tions.
conducted, the length of time and
the number of resources allocated
Design program
Apply brand aechitecture.
Branding
and the size of the team.

The process is defined by 5 dis- 5. Managing Assets

Process
tinct phases with beginning and Build synergy around new brand.
ending points and defined goals
and deliverables for each. Develop launch strategy and plan. 1.
launch internally first.
Launch externally.
Conducting
Branding Process Develop standards and guidelines. RESEARCH
Phases + nurture brand champions.
Deliverables:
1. Conducting Research Understanding 2.
Clarify vision, strategies, goals Your Clarifying
and values. Business
Research stakeholders’ needs and STRATEGY
perceptions. The best Identities have business
Conduct marketing, competitive, acumen, as well as aesthetic
technology, legal and language value. Brand solutions are linked
audits. to business strategies and goals 3.
defined by an organizations: mis-
Interview key management. sion, vision, target markets, cor- Designing
Evaluate existing brands and porate culture, competitive ad-
brand architecture. vantage, strengths and weak- IDENTITY
Present audit readout. nesses, marketing strategies and
challenges for the future.
2. Clarifying Strategy Mission
4.
Synthesize learnings. Vision Creating
Clarify brand strategy. Values statement
Develop a positioning platform. Value proposition TOUCHPOINTS
Co-create brand attributes. Positioning statement
Write a brand brief. Organization chart
Write a creative brief. Strategic planning documents 5.
Business plans Managing
3. Designing Identity Marketing plans
Visualize the future. Annual reports
ASSETS
Brainstorm big idea. Market Research
Brand identity design. Employee Surveys
Explore applications. Press releases
Finalize brand architecture. Intranet access
Present visual strategy. CEO speaches
Achieve agreement. News clippings

4. Creating Touchpoints
Finalize identity design.
Initiate trademark protection. © 2008. All rights reserved.