There is a great book Ive been using as a bit of a branding bible for the past few years called “Designing Brand Identity – A Complete Guide to Creating, Building, and Maintaining Strong Brands”. I love this book, it meticulously maps out the processes, provides the fundamentals, and never loses sight of the big picture when it comes to branding. From translating the vision of a CEO and conducting research, through to designing a sustainable identity, Alina Wheeler applies her strategic imagination to help build brands, create new identities, for various companies and organisations. Heres an interesting excerpt;

Branding Imperatives

Acknowledge that we live in a branded world

Sieze every opportunity to position your company in your customer’s mind

Communicate a strong brand idea over and over again

Understand your customers. Build on their perceptions, preferences, dreams, values, and lifestyles

Identify touch points – places in which the customer interfaces with the product or service

Use brand identity to create sensory magnets to attract and retain customers

Triscia 14/01/09

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