Professional Documents
Culture Documents
with permission of
Alina Wheeler
Designing
Brand
Identity
Features
Online Brand
Management
In the fourth edition of Designing
Brand Identity: an essential guide
for the whole branding team, Alina
Wheeler illuminates the processes
and best practices in brand
development and identity
management. In this reprint, we
highlight excerpts in the crucial area
of online brand management and
include two case studies from the
Best Practices section of the book.
The ideals
coherence
meaning
vision
sustainability
differentiation
authenticity
Functional criteria
Bold, memorable, and appropriate
Legally protectable
Immediately recognizable
value
commitment
flexibility
Vision
Differentiation
Flexibility
Meaning
Commitment
Sustainability
Coherence
Standards + guidelines
Managing the consistency and integrity of a
brand identity system is facilitated by intelligent
standards and guidelines that are easily accessible to all internal and external partners who
have the responsibility to communicate about the
brand. Brand identity guidelines have become
more accessible, dynamic, and easier to produce.
The range of formats includes online standards,
CDs, posters, fact sheets, PDFs, brochures, and
binders. Now even the smallest nonprofit can
provide streamlined standards, reproduction files,
and electronic templates.
Types of standards
Building a brand is progressively viewed as the
shared responsibility of each and every
employee. Adhering to the guidelines requires
discipline and vigilance. More importantly, it
saves money, time, and frustration, and helps
build the brand. The best branding tools communicate What does the brand stand for, in
addition to providing brand identity information.
Small companies produce limited-edition manuals using laser printers. The binder format
allows changes to be made by replacing or
adding pages. A CD that carries reproduction
files and templates is placed in the back.
CDs
Who needs to
understand what the
brand stands for?
Everyone
Blake Deutsch
Internal employees
Management
Branding firms
Marketing
Design firms
Communications
Advertising agencies
Design
Information architects
Legal
Technologists
Sales
Web gurus
Architects
Human resources
Writers
PR
Co-branding partners
Product designers
Customer service
Content guidelines
Mike Reinhardt
Associate
Monigle Associates
Allison Silver
Vice President, Brand Management
American Express OPEN
> Launch
Finalize launch plan.
Create communications and
buzz.
Promote site launch.
Appoint brand champions.
Conduct special training
sessions.
GE Brand Central
GE is imagination at work. GE people worldwide
are dedicated to turning imaginative ideas into leading
products and services that help solve some of the
worlds toughest problems. GE works.
GE is a diversified infrastructure, finance, and media company taking on the
worlds toughest challenges. From aircraft engines and power generation
to financial services, medical imaging, and television programming, GE
operates in more than 100 countries and employs more than 300,000
people worldwide.
Goals
Better share GEs brand
strategy and brand story.
Expose GE employees to
best branding practices.
Increase brand engagement
for employees.
Activate important initiatives
like GE Works.
Expand on the success of
the site.
GE Sponsorship Central
The Olympic Games, Formula One, and the PGA
provide GE with unique opportunities to showcase its
innovative technologies and services.*
Goals
GE works on things that matter. The best people and the best technologies
taking on the toughest challenges. Finding solutions in energy, health and
home, transportation and finance. Building, powering, moving, and curing the
world. Not just imagining. Doing. GE operates in more than one hundred
countries and employs more than 300,000 people worldwide.
Optimize GE programs
and initiatives.
Leverage GE sponsorship
investment.
Develop co-branding
tools and resources.
*Jeffrey R. Immelt
CEO and Chairman, GE
Ivan Cayabyab
Global Brand Manager
GE
Building and
Activating
Brands
Brand Research
Brand Strategy
Brand Definition
Brand Architecture
Name Development
Identity Design
Design System
Digital Media
identityManager
Brand Ambassador SM Program
Advertising
Environmental Branding
mail@monigle.com
www.monigle.com