Before the Brand: Creating the Unique DNA of an Enduring Brand Identity
How to create a relevant, distinctive brand identityBefore you start building a brand through advertising, marketing, and public relations, you had better know the difference between identity and image in order to establish an effective, enduring brand identity—a verbal, visual, and experiential formula that bestows credibility and attracts attention.Before the Brandis a crash course in brand identity basics that describes successful long-term strategies for creating and refocusing brand identities for all types of companies, products, services, and technologies.Knowing one’s true identity makes it easier to speak the right message to intended audiences and allows for a strong, consistent, relevant,anddifferentiated brand. This persuasive primer is packed with case studies that glance into the identities of such premier brands as Nutrasweet, Intel, Gatorade, FedEx, and many more. It introduces the controllable elements of brand identity—positioning strategy, brand name, nomenclature, tag line, logo, and more—and shows marketers how to:Develop simple, flexible positioning strategiesCreate a brand name that hits home with your marketCreate a dynamic, visual brand personalityReinforce the brand identity through messagingLeverage identity opportunities through cobranding and other formulas