from brand identity to brand language design
TRANSCRIPT
FromBrand Identity to BrandLanguageDesign®
From the definition of the logotype up to the concept of Brand
What does mean the realization of a Brand Identity today?
What does mean the realization of a Brand Identity through the BrandLanguageDesign® ?
From Brand Identity to BrandLanguageDesign®
From Brand Identity to BrandLanguageDesign®|From logo up to the concept of Brand
Logo is the outward manifestation of a more complex system called brand
What are the elements that compose the Brand?
From Brand Identity to BrandLanguageDesign®|From logo up to the concept of Brand
UNIQUENESS Because the brand must have a “selling proposition” to make it stand out from the
competition with specific values and benefits.
Who we are, What we do, Why we do it
From Brand Identity to Brand Language Design®|What does mean the Brand?
COMPETITIVENESS
Because the brand must be able to support the market competition through an exclusive role, influencing consumer’s mind and behaviour.
Values, Culture and Positioning
From Brand Identity to BrandLanguageDesign®|What does mean the Brand?
ENDURANCEBecause an effective brand must be able to last for a long time in consumer’s mind
and influence their purchasing habits.
Purpose and Vision
From Brand Identity to BrandLanguageDesign®|What does mean the Brand?
From Brand Identity to BrandLanguageDesign®|What does mean the Brand?
IDENTITYPERSONALITY
MISSION
VISION
ESSENCE
STORYTELLING
SKILLS
PURPOSE
POSITIONING
TONE OF VOICEVALUE PROPOSITION
VALUES
The Brand “System”?
The identity of the brand, the visual representation of its features, values, purpose, positioning and passions that enliven the brand itself.
This representation is what makes it absolutely original, distinctive, recognizable and noticeable.
The Visual Identity System regards what the brand says, what are its values, how
they are communicated and what emotions the brand wants consumers feel while interacting with it.
From Brand Identity to BrandLanguageDesign®|What does mean the Brand?
What are the elements that compose the Relation between Brand and consumer/customer?
From Brand Identity to BrandLanguageDesign®|From logo up to the concept of Brand
From Brand Identity to BrandLanguageDesign®|The old paradigm
CONSUMER
From Brand Identity to BrandLanguageDesign®|The NEW paradigm
CONSUMER
From Brand Identity to BrandLanguageDesign®|The NEW paradigm
From Brand Identity to BrandLanguageDesign®|The NEW paradigm
From Brand Identity to BrandLanguageDesign®|The NEW paradigm
From Brand Identity to BrandLanguageDesign®|The NEW paradigm
From Brand Identity to BrandLanguageDesign®|The NEW paradigm
CONSUMER
What is a Brand Identity today?
The brand has become: a profile,
a living entity immersed in world made of
social relations, real and virtual.
From Brand Identity to BrandLanguageDesign®
is the bridge among brand and users that involves every communication touchpoint.
This methodological path increasingly needs this integration: the brand are those who feel represented by it, those who
share its values and those who share its contents.
From Brand Identity to BrandLanguageDesign®
The BrandLanguageDesign® takes advantage of BigData through the usage of proprietary tools. It searches and monitors on a daily basis the web in order to gain useful insights to capture consumer’s sentiment and analyse his behaviour.
Analysis traces the map that defines the present of the Brand, it observes current and emerging tendencies and sets the stage for future choices.
Analysis
From Brand Identity to BrandLanguageDesign®|Analysis
The BrandLanguageDesign® takes into account the insights gained through analysis so that creativity works at the service of relation and moments of brand experience are being stimulated.The definition of a project strategy means building a coherent and recognizable communication, identifying the appropriate communication channels and marking the brand storytelling. It means defining its evolutionary path.
Strategy
From Brand Identity to BrandLanguageDesign®|Strategy
From Brand Identity to BrandLanguageDesign®|Creativity
The BrandLanguageDesign® rethinks creativity and realizes multimedia, integrated contents through the creation of a “twist” of immediate and innovative languages both online and offline.The Digital Transformation is the driving force of the creative process.Instinct, intuition and the ability to imagine are connected to great skills in order to create languages capable of expressing the interaction and sharing among brands and people. Giving shape to concepts and values, creating a brand storytelling.
Creativity
Dalla Brand Identity al Brand Language Design®|Output
We carry out the path of BrandLanguageDesign® when final products pass through finalization: the creative projects find their actualization in the executive finalization, adaptation and production.The productive and realization capacity makes every communication process, both physical and digital, effective and incisive.
Output
With reference to projects rights and property, AGBLD BRAND LANGUAGE DESIGN sagl conforms with the “copyright and other intellectual property laws” and also with the different international agreements about patents, designs, models, marks and protection from unfair competition.
All copyrights, trademarks and other intellectual property rights in the design, layout, wording, concepts, projects and all the other materials of presentation are the property of AGBLD BRAND LANGUAGE DESIGN sagl and its companies above indicated, and will be given just to develop the project indicated. The cost of the rights for any eventual use abroad Switzerland will be later discussed on a single country basis
THIS DOCUMENT IS STRICTLY CONFIDENTIAL, AND IS INTENDED FOR INTERNAL USE ONLY. IN RESPECT OF THE LAWS REGARDING COPYRIGHTS IN PROTECTION OF CREATIVE WORKS, UNAUTHORISED COPYING OF THIS DOCUMENT, EVEN PARTIAL, IS PROHIBITED.© 2016 ALL RIGHTS RESERVED
Luca Cavallini | Partner General Manager
[email protected] | agbrandlaguagedesign.comtel_+41 (0)788008344 r.aVia Lavizzari, 4 _ 6900 Lugano _ Switzerland