What are the best designed models of brand identity you've seen?
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By "best designed", I mean the best solution to a problem and visually-attractive. For years I've been using an adapted version of Kapferer's Brand Identity Prism (to solve my particular problemâcreate an overview of a client's brand identity), which, if you aren't familiar with it, looks like this: Or when filled in, like this: The pros: Succinctly organises and emphasises the difference between what a brand identity is ("Constructed Source") and what it delivers ("Constructed Receiver"). Ditto for the internal and external attributes of a brand identity. The cons: I want a brand identity overview, which means it must include vision, mission, belief, UVP (and its functional, emotional, and self-reflective benefits), and perhaps even brand promise and tagline. It's ugly as £$%^.
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Answer:
ONIONS: Source: http://www.pinterest.com/pin/458241330807613271/ Source: http://www.pinterest.com/pin/348817933608729230/ Source: http://www.crunchcreative.co.uk/what-we-do-brand-communications/create/ Source: http://www.brandfocus.co/ Source: http://www.b2binternational.com/publications/b2b-branding/ CIRCLES Source: http://www.yabber.nl/blog/2009/11/21/denken-vanuit-de-merkpersoonlijkheid/ Source: http://www.pinterest.com/pin/238198267765681461/ Source: http://beloved-brands.com/2013/04/14/road-map/ SOLAR SYSTEMS Source: http://www.atissuejournal.com/2009/10/09/what-goes-into-a-brand-brief/ Source: http://www.sterlingcreativeworks.com/how-to-write-a-great-creative-brief-and-inspire-great-design/ Source: http://www.stonesoupcreative.com/portfolio/games-learning/#.U58ZDpRdWSo TOBLERONES Source: http://www.brandswell.com/the_brandswell_way.html Source: http://redburnmonsters.wordpress.com/2013/10/12/red-bull-brand-image-the-cbbe-pyramid/ Source: http://goldencareerstrategies.com/newsletters/2010/career_tips_December_2010.html Source: http://razorfishsearch.com/2011/02/14/moments-of-truth-to-equity-clicks/ Source: http://www.pinterest.com/pin/348817933608189405/ KEYS Source: http://www.pinterest.com/pin/437341813786198855/ Source: http://www.slideshare.net/BaibaLiepina/brand-key-9657137 ??? Source: http://www.pinterest.com/pin/348817933608189381/
Tom Jenkins at Quora Visit the source
Other answers
I like this model, which focuses on how the brand gets expressed. In developing brand-based solutions to issues like messaging, language, architecture, naming and logo, the substance of brand identity gets worked out. The implication is that brand identity does not have a lot of moving parts. At its core is what James Twitchell call a "holophrastic kernel." This miniature story gets told through a single-minded, integrated communications platform. Brand identity is basically emergent, not independent or antecedent of the vehicles that carry it. Put another way, brand meaning is simple, but communicating it artfully and with impact is hard.
James Fisher
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