Wheeler, A. (2013). A process for success.

En Designing brand identity: an essential guide for

the whole branding team ( pp. 102 - 104 ) ( 326p. ) ( 4a ed ). New Jersey : Wiley. (C48272)

A process for success

The brand identity process demands a combination of investigation,

strategic thinking, design excellence, and project management
skills. lt requires an extraordinary amount of patience, an obsession
with getting it right, and an ability to synthesize vast amounts
of information.

Regardless of the nature of the client and the
complexity of the engagement, the process
remains the same. What changes is the depth
with which each phase is conducted, the length
of time and the number of resources allocated,
and the size of the team, on both the identity firm
and client sides.
The process is defined by distinct phases with
logical beginnings and endpoints, which facil itate
decision making at the appropriate intervals.
Eliminating steps or reorganizing the process
might presentan appealing way to cut costs and
time, but doing so can pose substantial risks and
impede long-term benefits. The process, when
done right, can produce remarkable results.

The process is the process, but then you need a

spark of genius.
Brian P. Tierney, Esq.
Fc·under, Tierney Communications

The branding process ............ .. ..

Clarify vision, strategies, goals. Synthesize learnings.

and values.
Research stakeholders' needs
and perceptions.
Conduct marketing. competitive,
technology, legal. and language
audits.
lnterview key management.
Evaluate existing brands and
brand architecture.
Present audit readout.
Clarify brand strategy.
Develop apositioning
platform.
Cocreate brand attributes.
Write a brand briet.
Achieve agreement.
Create a naming strategy.
Develop key messages.
Write a creative brief.

102
 Process is a competitive advantage

Assures that a proven method is being used to

achieve business results

Accelerates understanding of the investment of

necessary time and resources

Engenders trust and confidence in the

identity team

Positions project management as srnart,

efficient, and cost-effective Navigating through the political
process-building trust-
Builds credibility and strengthens identity building relationships-it's
solutions everything.

Paula Scher
Sets expectations for the complexity of Partner
the process Pentagram

Most processes leave out the

stuff that no one wants to talk
about: magic, intuition, and
leaps of faith.

Michael Bierut
Partner
Pentagram

lfisualize the future. Finalize identity design. Build synergy around the new
Brainstorm big idea. Develop look and feel. brand.

Design brand identity. lnitiate trademark protection. Develop launch strategy and
plan.
Explore applications. Prioritize and design
applications. Launch internally first.
Finalize brand architecture.
Design program. Launch externally.
Present visual strategy.
Apply brand architecture. Develop standards and
Achieve agreement. guidelines.
Nurture brand champions.

103
 Managing the process

Astute project management is critica! to Time factors

achieving the long-term goals of a brand identity The length of a brand identity project is affected by
project. Responsible project management is the the following factors:
How long will it take?
foundation form utual respect, confidence, and
Size of organization All clients have a. sense of
long-term success. The identity process urgency, regardless of the size
Complexity of business and nature of the company.
demands a range of skills on both the client side
Number of markets served There are no shortcuts to the
and the identity firm side. lt demands leadership process, and eliminating steps
and creativity working hand in hand with plan- Type of market: global, national, regional, local may be detrimental to achieving
long-term goals. Developing an
ning, coordinating, analyzing, understanding, and Nature of problem effective and sustainable
managing time, resources, and money. In addition identity takes time. There aren't
Research required any instan! answers, and a
to organization and discipline, the process commitment toa responsible
Legal requirements (merger or public offering) process is imperative.
requires patience, enthusiasm, and a laser-like
focus on achieving the end goal. Decision-making process
Number of decision makers
Number of platforms and applications

Your goal is to identify the

Pay as much attention to the process most appropriate talen! for

as to the content. your business, your brands,

your organization, and your

Michael Hirschhorn culture. You need the right

skills, for the right
Organizational Dynamics Expert
challenges, at the right time,
for the right value.

John Gleason
Presiden!
A Better View Strategic Consulting

Process: Project management

> Team protocol
ldentify client project manager
ano team.
ldentify fi rm contact and team.
Clearly define team goals.
Establish roles and
responsibilities.
Understand policies and
procedures.
Circulate pertinent contact
data.
> Team commitment > Benchmarks and
schedule
Team must commit to:
Robust debate ldentify deliverables.
Open communications ldentify key dates.
Confidentiality Develop project schedule.
Update schedules as
Dedication to brand
necessary.
Mutual respect
Develop task matrix.
> Decision-making
protocol
Establish process.
Determine decision makers.
Clarify benefits and
disadvantages.
Put all decisions in writing.
> Communications
protocol
Establish document flow.
Decide who gets copied how
Put everything in writing.
Create agendas.
Circulate meeting notes.
Develop internet project site if
appropriate to scale of project

104