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Imperial Library
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Index
Foreword
The Brand Development Process
Resources for Getting Prepped
Brand Platform
Defining a Brand’s Positioning
Brand Identity Associations
Point(s) of Difference and Brand Value
The Importance of Connecting with Your Audience
Understanding (and Besting) the Competition
Constructing a Philosophy
Developing your Brand’s Personality
Deriving and Embodying your Brand’s Core Values
Establishing your Brand Architecture
Brand Platform Takeaways & Insights
Naming
Characteristics of a Great Name
Types of Brand Names
Selecting the Final Name
Choosing a Domain
Trademarks
Naming Takeaways & Insights
Identity Design
Forms of Identity Design
Seven Components to Look for in a Great Identity Design
Leveraging the Three Core Components of your Brand Identity to Enhance Messaging
Trademarking Your Brand Identity Mark
Identity Design Takeaways & Insights
Brand Atmosphere Touch Points
Significance of Color
Significance of Typography
Photography Considerations
The Art of Crafting a Brand Voice
The Power of Social Media Branding
Envisioning the Brand Environment
Traditional and Essential Collateral
Brand Atmosphere Takeaways & Insights
References
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