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Brand Atlas: Branding Intelligence Made Visible, by Alina Wheeler, Joel Katz
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A company’s brand is its most valuable asset.� Wheeler takes the most seminal tools used by a wide variety of thought leaders and practitioners and makes the information understandable, visible, relevant, exportable and applicable. With her best-selling debut book, Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011), now in its third edition, Alina Wheeler reinvented the marketing textbook using a straightforward style to help demystify the branding process. This new offering from Wheeler, Brand Atlas, builds on this user-friendly approach to aggregate and simplify the science behind branding with a unique visual teaching method suited for time-crunched professionals.
Brand Atlas follows the recent YouTube-iPhone-Pecha Kucha era trend toward fast-paced visual instruction by neglecting needless jargon and combining vivid, full-color images and easy-to-follow diagrams to break down branding principles into basic step-by-step concepts that can be immediately applied. This handy reference:
•��� Speaks to a broad range of stakeholders in the branding process—from CEOs to designers to brand managers
•��� Provides tools to integrate brand throughout the entire customer experience, build relationships based on brand, measure a brand’s value, and define a brand strategy
•��� Contains essential information illustrated through the use of diagrams
With diagrams designed by Joel Katz, an internationally known information designer and a global authority on the visualization of complex information, Brand Atlas is a compact, no-nonsense guide that shows how tactical innovation in the design process is crucial to building brand assets.
More to Explore from the Book: Ten Imperatives for Branding Success
Branding is big business. For most businesses, brands represent their most valuable asset, influencing customers, prospects, investors, and employees. Companies often go through a complex internal process to identify the best branding firms to partner with -choosing from an array of global brand consultancies, design offices, or specialists in areas such as packaging, user experience, and social media.
Why do some brand initiatives just fizzle after an initial investment of capital and resources? Whether you are a consumer brand, a nonprofit, or a mid-size service business, the following imperatives ensure positive outcomes for your brand.
1. Ensure that the leadership team endorses the brand initiative and understands the process. There must be a strong mandate from the top. If the commitment to revitalize the brand is tepid, the initiative will expire, and the investment will have no return.
2. Establish clear goals and an endpoint. Why are we doing this? What are the deliverables? How will things be different at the end of the process? For example: we will have new branding guidelines to make it easier to communicate clearly and consistently about our brand to our customers and to our employees.
3. Establish clear responsibilities. Acknowledge that your investment will require company time, not just writing checks to the consultants. It's a collaborative process, and will require leadership's focus. Identify an internal person whose job it is to be the direct contact for the branding firm. They have to be a "make it happen" person with superior organizational skills, and access to the key decision makers.
4. Use a disciplined process with clear decision points and benchmarks. Agree on what the brand stands for before any creative work is done. Use a tool like the brand brief to ensure that key decision makers agree on your brand's essence, its competitive advantage, your target market, and your value proposition.
5. Stay customer centric. The best brand decisions can only be made with the customer's needs and experiences in mind. See the world through the eyes of your customers.
6. Commit to a small decision group that has the power to make the pivotal decisions that impact the brand. Do not bring in new decision-makers in the middle of the process. All decision makers must be involved and be present at all key decision points.
7. Determine if your company is truly ready to make a commitment to revitalizing your brand and implementing new brand standards. Is your company ready to invest the time, the capital and brainpower to revitalize your brand?
8. Determine how you will measure the success of this initiative. Consider benefits like employee engagement and a more effective and efficient marketing toolbox. Communicate that the brand is the most valuable resource and it's everyone's job to protect and grow that asset.
9. Use the process to build brand champions throughout your company. Launch internally first, then externally to customers. Make sure that all of your vendors have access to the new standards. Be diligent about communicating why you made these changes and what they mean. Smart organizations use the branding process to refocus stakeholders on their vision, values and mission.
10. Demonstrate—don't declare—why customers should choose you over others. Seize every opportunity to communicate your value and to differentiate your brand from others. Use the process to identify the places where your can build trust, attract new customers, and inspire customer loyalty.
The process demands a combination of investigation, strategic thinking, creativity, design excellence, and project management skills. When done right, the process can achieve remarkable results for your brand.
- Sales Rank: #954944 in Books
- Published on: 2011-03-29
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .50" w x 6.30" l, .96 pounds
- Binding: Hardcover
- 144 pages
Review
user-friendly approach to aggregate and simplify the science behind branding essential principles of branding are broken down into basic step-by-step concepts. (Finance & Management, April 2011).
From the Inside Flap
Brands have become the global currency of success.
Countries, corporations, com-munities, and individuals are leveraging their brands to gain a transcendent advantage in the marketplace. Positioning a brand to be irreplaceable is the new business imperative for both public and private sectors, regardless of product, service, or size.
Brand Atlas synthesizes the most relevant brand topics for the big-picture, time-crunched professional who just wants to get up to speed on brand basics, brand oversight, and marketplace trends. Streamlined content, provocative diagrams, and quotes from brand visionaries and thought leaders make this valuable resource a new experience.
The twenty-first-century customer has a new voice, unprecedented power, and multiple platforms to drive a new brand conversation in a fiercely competitive world. To be successful, brand builders need to stick to the basics, stay calm on the rollercoaster of relentless change, and seize every opportunity to be the brand of choice.
From the Back Cover
Read it in a half hour. Refer to it forever.
Are you a big-picture person? Just want a quick overview of the most critical and relevant brand topics? If you answered yes, Brand Atlas is for you.
More than fifty brand topics are defined. Each one with a call to action and insightful quotes from thought leaders and brand visionaries. Compelling diagrams illuminate concepts, processes, and tools.
Alina Wheeler's first bestselling book, Designing Brand Identity, was a road map to implementation of the entire branding process, from research through launch. Alina Wheeler and Joel Katz created Brand Atlas for a new generation of time-crunched brand builders who need immediate, clear and actionable ideas.
Praise for Designing Brand Identity, an essential guide for the whole branding team, by Alina Wheeler:
"Writers have The Elements of Style. Managers have The Effective Executive. Chairpeople have Robert's Rules of Order. And now brand builders have Designing Brand Identity."
—Marty Neumeier, Director of Transformation, Liquid Agency, author of The Designful Company
"Designing Brand Identity is the most comprehensive, easy to understand resource for the whole branding team, advising on all aspects of implementation and best practices."
—Dan Calista, Founder and CEO, Vynamic
"The absolute best, most comprehensive, most successful, and most effective book to use as a reference when creating a brand and brand identity."
—San Francisco Book Review (January 25, 2010)
Most helpful customer reviews
17 of 17 people found the following review helpful.
Very Vague, Not Specific Enough
By K. Groh
I've been in marketing and graphic design for about 25 years. I don't claim to know everything and I am always looking for ways to keep up with the times. I thought this book would refresh my outlook not only with my own business but my client's too.
It is a great resource for new (and old) buzz words like global sourcing, social networks, crowdsourcing, touchpoints, etc but that doesn't teach you anything but new vocabulary. Each item has a page to itself with a paragraph or two and a nice, brightly colored graphic. The problem I had was that everything was written in very vague terms with no real direction. I would have loved to have some specific steps or a 'case study' that walked through the process with some more detail.
For example, in opening to a random page I am at 'Collaboration'. A sample of text from this paragraph is, "The brand is the common purpose that unites a company across departments and diverse agenda. Centralized, user-friendly guidelines build brand engagement and make it easy for the whole team to build the brand one touchpoint at a time. Unleash the power of collaboration inside your organization to build your brand, and then with your customers and colleagues to innovate."
What exactly does all this mean? How should I apply it to my company? What kind of guidelines are we talking about? It is so general that as I read, I find myself in the middle of a Jay Leno fluffspeak segment. It just told me nothing.
I would much prefer something that gives some definable, measurable, goals and procedures. With the understanding that what one company does will not necessarily fit the needs of another company, the procedures can be a little open ended but that is where a case study helps to illustrate the process.
Not a recommended purchase.
14 of 16 people found the following review helpful.
The Branding Cheat Sheet - An "Elements of Style" for Brand Builders
By ZenWoman
Brand Atlas comes in a slim volume but like a good roadmap it has everything you need for mapping out the journey of your brand. Throw away those heavy tomes on branding, this little book has all you need for a great brainstorming session for your brand. All the great brand building ideas have been distilled into simple but powerful frameworks in this book. It's brevity and simplicity will help generate some incisive thinking. The principles are universal and applicable to products or services in public or private sectors.
The book is divided into 4 parts - Brand Landscape (Dynamics), Brand Basics (Intelligence), Brand Management (Drive) and Details.
The first section gives an insight into marketplace trends and the changing brand environment due to technology shifts and the evolving consumer. Topics range from Global Sourcing to Transparency to Sustainability and Free-conomics. Each topic gets 2 pages, on the left the concept is defined and there are quotes from some well known thinkers and organizations. On the right, there is a visual image or framework that explains the concept.
The second section gives succinct definitions of the basic concepts of branding like Brand as identity, Positioning, Big Idea, Brand Extensions. In my opinion, this is really where the book shines. The concepts are explained with great brevity yet amazing clarity and the quotes act as true thought starters. There is a question or a thought starter below every definition followed by a framework on the right page. For example, Brand Perception definition starts with "Brands connect to the mind and the heart. Brand identity is tangible and appeals to the senses. Consumers want brands that understand them." The first 3 sentences alone are so powerful that one can spend time thinking about them in the context of their brand! The to-do under the definition is "Research why customers select your brand. Investigate the layers of competitive advantage that are subtle, emotional and perceptual..." Again these are carefully chosen words designed to make you think and act. The framework on the right of this definition shows 3 nested circles starting from Perception in the inner circle to Behavior and Outcomes is the outermost circle. Very powerful tool to brainstorm how your brand is perceived by consumers or even your associates. This is just one example.
The third section is about Brand Management. Brand building activities like Culture, Competencies, Perceptual mapping are discussed. The last section is Details which lays out action plans and processes like Branding Process, Big Idea Process.
This is indeed a unique book on branding that does not only lay out the roadmap of a branding journey but also provides thoughts and ideas that act as a branding GPS to take you to your final goal. The frameworks provided in book are really valuable, usually you would find these ideas scattered over several books. And then when you find them you would have to dive into text and examples to arrive at the same framework that is already laid out in this book to trigger your thinking.
Recommended as a must have book for anyone who has anything to do with building a brand.
10 of 11 people found the following review helpful.
A fresh approach to branding education
By Richard K. Stanley
Brand Atlas prompts questions: what if it became a standard text in business schools to begin an awareness of branding concepts? what if it became a model for an e-book version? what if it were used to develop a common language with clients? Contrary to the cover copy, you can't read it in a half hour, but a complete reading will expand your knowledge of terms and principles drawn from a number of contemporary sources.
The book is an essential complement to Alina Wheeler's "Designing Brand Identity" which has become the standard text on branding especially in design schools. Where that book is comprehensive in explaining and illustrating the branding process, Brand Atlas is a compendium of single page descriptions, a glossary of fundamental ideas, each with an accompanying diagram by Joel Katz, all done in crisp Katz Wheeler style and colors. Finally, in the back there are short lists of process steps that will help implement branding programs, and which dovetail with the previous book.
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