Visual Brand identity

Problem: How to build and maintain visual brand identity across different channels?

Learning objectives:

1. How to design and implement brand identity?
2. How to communicate brand identity visual elements?
3. How to take cultural differences into consideration by visual brand identity?

How to design and implement brand identity?

Brand implementation refers to the consistent application and of brand identity across various and  visual media. Brand identity appeals to the senses so that you can see it, touch it, watch it and hear it. Brand implementation is a continous and consistent application of the brand's image in all business units and especially communication channels and media. As a continous process brand implementationneeds to be controlled everytime.

Key Problems in Brand implementation:

• lack of communication
• lack of consequence
• no situation/needs analysis
• lack of organizational structures
• localization/ cultural strategy
• Absence of brand management strategy

7 rules of brand implementation:

 Especially in todays fast-paced competitive marketplace a brand consistency is more important than ever to stay competitive. For the brand consistency across locations and customer touchpoints we can definde 7 rules for the brand implementation.

1. Carry out an effective needs analysis
2. Make a plan of attack
3. Ensure design integrity through intelligence and expertise
4. Maintain affordabilty on a global sclae
5. Sourcing the right people
6. Time is of the essence
7. Constant contact 

 The Importance of a brand's visual consistency:

How to communicate brand  identity visual elements

Brand identity visual elements are:

1.Logotype and signature

 
 
2. Color
 

 
3.Typography


 
4.Sound



5.Consistent style for images

 

6.Graphic elements

 


 
 
 


Sources:
https://media-mediatemple.netdna-ssl.com/wp-content/uploads/2012/07/01_visual_consistency.png
 http://logosandbrands.directory/wp-content/themes/directorypress/thumbs/Tiffany-Co-logo.jpg
 http://images.google.de/imgres?imgurl=https%3A%2F%2Fupload.wikimedia.org%2Fwikipedia%2Fen%2Fthumb%2Fd%2Fd3%2FStarbucks_Corporation_Logo_2011.svg%2F1017px-Starbucks_Corporation_Logo_2011.svg.png&imgrefurl=https%3A%2F%2Fen.wikipedia.org%2Fwiki%2FFile%3AStarbucks_Corporation_Logo_2011.svg&h=1024&w=1017&tbnid=QNoSHbzPpKtLoM%3A&docid=FXUos_VZrhBnjM&ei=D9HSVum5OMKR6ASqrLrQAw&tbm=isch&iact=rc&uact=3&dur=1260&page=1&start=0&ndsp=12&ved=0ahUKEwip_aT0pJrLAhXCCJoKHSqWDjoQrQMIODAC
 http://images.franchiseherald.com/data/images/full/10301/mcdonalds.jpg