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

2. 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.