I was going through my bookshelf looking at some of the books that I have accumulated over the years, and picked up a book that I absolutely loved and learned a lot from. Its called “Designing Brand Identity, A complete guide to creating, building and maintaining strong brands.” By Alina Wheeler. My brother bought it for me a long time ago and I'm still thanking him to this day. Thanks bro.

If you’re a small business owner or head of a corporation, graphic designer, web designer, consultant or simply have an interest in branding then I highly suggest you purchase this book, and read it at least three times.

Below is a sample from the Designing Brand Identity book

“Brand is the promise, the big idea, and expectations that reside in the each suctomers’s mind about a product, service or company. Branding is about making an emotional connection. People fall in love with brands–they trust them, develop strong loyalties, buy them, and believe in their superiority. The brand is shorthad: it stands for something that demonstrates it.

Branding used to be the exclusive purview of big consumer products. Now every business talks about the brand imperative, and even individuals are challenged by Tom Peters to become walking brands. Why have brands become so important? Bottom line: good brands build companies. Ineffective brands undermine success. As products and services become indistinguishable, as competition creates infinite choices, as companies merge into faceless monoliths, differentiation is imperative.

While being remembered is essential, it’s becoming harder every day. A strong brand stands out in a densely crowded marketplace. Translating the brand into action has become an employee mantra. There is substantial evidence that companies whose employees understand and embrace the brand are more successful. What began as corporate culture under the auspices of human resources is fast becoming branding, and the marketing department runs the show.”

Great quotes from the book:

“Products are created in the factory. Brands are created in the mind.”
Walter Landor, founder, Landor Associates

“Brand identity implies an asset. Corporate identity sounds too much like an expense. I think this is an important distinction.”
Alina Wheeler

“A logo is the point of entry to the brand”
Milton Glaser, designer

“The process is the process, but then you need a spark of genius.”
Brian P. Tierney, Esq., founder/chairman, Tierney Communications

 

Heed my final words

This book was written in 1998, but the explanations and rules discussed in the book are fundamental, and will never change. They will only expand with the internet and your own creativity. If you’re not familiar with branding you will learn a lot, and if you are familiar with branding it will be a great refresher course. Njoy.

Pick it up off Amazon.

More about the author of the book.