The Corey Branding Salon - Design Exchange Boston

Branding Salon

DxB – 10.10

AgendaAbout UsBranding 101Corey CriteriaGroup CritiqueThought Sharing

AboutUs

Founded in 1983

WHEN

WHErE

Watertown, MA

WHAT WE DO

Brand Strategy

Message Strategy

Identity + Print

Digital Communications

WHO WE DO IT FOr

Technology

Education

Consumer

Healthcare

Brand-ing 101

THE WAy COrEy THINkS ABOUT BrAND

Branding is the activity of intentionally shaping the perceptions of your audiences to advance your organization.

THE WAy COrEy THINkS ABOUT BrAND

BRAND Physical Mental+Name

Tagline

Logo

Color

Benefit

Values

Personality

THE WAy COrEy THINkS ABOUT BrAND

WHo ARE YoU?Brand Identity

WHAT Do YoU oFFER?Features

WHY SHoUlD I CARE?Benefits

Business Plan

Sales Objectives

Target Markets

Market Landscape

Competitive Landscape

Brand Strategy

Brand Perception

Brand Architecture

Position

Naming

Messaging Strategy

Execution

Overall Look & Feel

Campaigns

Social Media

Communication Pieces

THE WAy COrEy THINkS ABOUT BrAND

THE FIVE PS

PoSITIoNThe benefit that sets your brand apart. It is what you want to exist in the minds of the consumers.

PRoMISEThe pledge to customers about the experience.

PERMISSIoNThe scope of the brand – the DO’s and DON’Ts.

PERSoNAlITYThe voice and attitude.

PERMANENCEThe enduring qualities of the brand.

WINNING BrAND PErSONALITIES

SINCERITYDown-to-Earth, Honest, Welcome, Cheerful

ExCITEMENTDaring, Spirited, Imaginative, Up-to-Date

CoMPETENCEReliable, Intelligent, Successful

SoPHISTICATIoNUpper Class, Charming

RUggEDNESSOutdoorsy, Tough

BrAND CrITErIA

IS IT RElEvANT?

Matters to customer

IS IT PRoFITABlE?

We can do well

IS IT DEFENSIBlE/

oWNABlE?Competitors

can’t do it well.

CoreyCriteria

OUr CrITErIA

STRATEgICESSENTIAlPRACTICAlCoNTExTUAl

Strategic

BRAND

IDENTITY

PUBlIC BRAND

IDE

NT

ITY

SYMBolIC

CREDIBlE

TIMElESS

STRATEgIC=

BrAND CrITErIA / STrATEGIC

SYMBolICrepresentative of the brand – either a current reflection or a future vision.

UNILEVEr

“The logo tells the story of Unilever and vitality. It brings together 25 different icons representing Unilever and its brands, the idea of vitality and the benefits we bring to consumers and the world we operate in.”

UNILEVEr

UNILEVEr / ICON BrEAk DOWN

BrAND CrITErIA / CrEDIBLE

CREDIBlEWell designed type and typefaces, considered iconography, and a balanced palette instill trust.

NEW yOrk PUBLIC LIBrAry

NEW yOrk PUBLIC LIBrAry / SkETCHES + FF kIEVIT

STANFOrD

STANFOrD / CAPITOLIUM NEWS

ABCDEFGHIJKLMNOPQRSTUVWXYZ&abcdefghijklmnopqrstuvwxyzæœß/@Ø(–).:;!?¤¥£§1234567890

c o p y r i g h t © g e r a r d u n g e r 2 0 0 6 c a p i t o l i u m n e w s h e a d l i n e b o l d

BrAND CrITErIA / STrATEGIC

TIMElESSGood design is timeless, not trendy. Invest in perfection up front.

TWININGS

TWInInGS / ORIGInal STOREfROnT, EST. 1706

TWININGS / PACkAGING

Essential

SIMPlE

RElEvANT

UNIqUE

ESSENTIAl=

BrAND CrITErIA / ESSENTIAL

SIMPlEConveys what is essential to the brand. This is a process of distillation. Be simple, not simplistic.

CBS

CBS (BEFOrE)

CBS APPLICATIONS

BrAND CrITErIA / BASIC

RElEvANTNeon might not be the best choice for a financial consultancy. But it might. Consider your clients, their goals, and the competitive landscape.

PWC

PWC

PWC COMPETITOrS

UnileverPWC

UnileverPWC

BrAND CrITErIA / BASIC

UNIqUEyour logo has to distinguish itself from the competition. Deviating from the expected can distinguish your brand, but be careful not to lose your identity.

WHITNEy MUSEUM

WHITNEy MUSEUM

WHITNEy MUSEUM

WHITNEy MUSEUM

UnileverWHITNEy MUSEUM

Practical

ColoR

SIzE

oRIENTATIoN

PRACTICAl=

ColoRColor can greatly enhance your brand identity. However, it needs to work when only one color is available.

BrAND CrITErIA / PrACTICAL

UnileverTIFFANy’S

UnileverTIFFANy’S BLUE

UnileverTIFFANy’S BLUE

BrAND CrITErIA / PrACTICAL

SIzEDoes it work on a button? How about a billboard? In the header? as a favicon?

UnileverPINTErEST

UnileverPINTErEST

BrAND CrITErIA / PrACTICAL

oRIENTATIoNyour identity needs to be placed in countless settings. Design multiple lockups with different orientations.

UNILEVErOCAD

UnileverOCAD

OCAD

OCAD

UnileverOCAD

Contextual

ADAPTABlE

MEMoRABlE

CUlTURAl

CoNTExTUAl=

BrAND CrITErIA / CONTExTUAL

ADAPTABlEWorks across all types of mediums – from foil stamps to LCD screens.

Slide TiTle / SecTion

TexT

UnileverNEW yOrk TIMES

UnileverNEW yOrk TIMES / HEADQUArTErS

UnileverNEW yOrk TIMES / PrINT

UnileverNEW yOrk TIMES / DIGITAL EDITIONS

UnileverNEW yOrk TIMES / STyLE MAGAzINE

BrAND CrITErIA / CONTExTUAL

MEMoRABlEConsider clever visual wit – or perhaps just the opposite; a complex or abstract form that requires deeper thinking.

UnileverMEMOrABLE: CLEVEr LOGOS

BrAND CrITErIA / CONTExTUAL

CUlTURAl Be culturally sensitive. Consider stereotypes, as well as the meaning of colors and shapes in different cultures.

UnileverCOLOr SIGNIFICANCEIN VArIOUS CULTUrES

UnileverCHICAGO BLACkHAWkS/ WASHINGTON rEDSkINS

UnileverNOTrE DAME“FIGHTING IrISH”

groupCritique

ThoughtSharing

Thanks!