Finally, A Book on Brand Identity Worth Looking at: An Interview with Alina Wheeler
by Craig Schlanser
April 2, 2007Graphic Designers love reading big, text-heavy books on branding. Just Kidding. But seriously, why are most books on this subject so visually challenged? Thankfully, branding expert Alina Wheeler has put together a book, Designing Brand Identity (now in its second edition), that’s as attractive and accessible as it is informative. In this interview, Wheeler discusses the importance of branding for everyone, the need for a disciplined brand identity creation process, and why she’s devastated over the loss of Jack, the Cingular icon.
Schlanser : You could fill the Grand Canyon with books on branding. What
makes your book stand out from the pack?
Wheeler : There are numerous brilliant books on brand strategy and exquisite books about design and the history of trademarks. My book is an essential reference book for the whole branding team. It works for the CEO, the marketing director, the creative director, and the designer. It is the only book in its category that actually guides people through the process of creating a differentiated, sustainable brand identity. The subject matter is organized by spreads so that in the heat of a project, the information is easy to access.
Schlanser : Brand identity seems like a modern phenomenon, yet in your book you point out how it has existed throughout history. Do you view branding as a human instinct?
Wheeler : I view identity as intrinsic to the human experience…Who am I? Who needs to know? How will they find out? I view the desire to communicate as a primal instinct. Brand identity, the term, is fairly new. It refers to the identity of the brand, which has value and meaning to organizations, profit and non-profit. The popularity of branding has extending to popular culture, where many individuals aspire to be "walking brands".
Schlanser : That’s an interesting point: Celebrities and politicians certainly do groom their images in a way that resembles branding. Could everyday people benefit from these lessons as well?
Wheeler : Everyone benefits from answering the following questions: Who am I? Who needs to know? Why should they care? How will they find out? Increasing awareness, whether you are a celebrity, a politician, or the head of the PTA requires answering these questions.
Schlanser : As a team effort, creating brand identity can often be a difficult process. What does it take to ensure a peaceful and productive collaboration?
Wheeler : Collaboration requires a disciplined process, mutual respect, clearly defined roles, and an agreement on the end point.
Schlanser : In your book you caution against cutting corners in the brand identity creation process. Should creative firms walk away from clients that don't respect the process?
Wheeler : Yes. I believe that firms should walk away from projects led by clients who don’t understand the necessity of conducting a responsible process to achieve sustainable results.
Schlanser : You mention that it's difficult to measure the success of a new brand identity—something that may not sit well with those focused on short-term profit. That said, how do you instill the value of branding?
Wheeler : It’s difficult to isolate the impact of a new logo, a better brand architecture, a new tagline, an integrated marketing communications systems. I always ask these three simple questions: Are you making it easier for the customer to buy and to understand? Are you making it easier for the sales force to sell (that sales force could be a website or a person)? Are you making it easier to build brand equity?
*Please see my chapter spread on measuring success for different ways to look at metrics and success.
Schlanser : Not everyone is enthusiastic about brand identity. Critics, such as Naomi Klein (author of No Logo), view branding as little more than corporate propaganda aimed at manipulating consumer behavior. How do you respond to this criticism?
Wheeler : Naomi Klein is an important journalist and big thinker who writes about global justice, and exploitation of poor workers and the environment. She is not against logos per se—she is against global corporations who are not true to their brand promise.
Schlanser : It never fails to amaze me how a strong brand identity can transform my perception of something, whether it's coffee (Starbucks), an airline (JetBlue), or a grocery store (Whole Foods). What are your favorite brands, and why?
Wheeler : I love brands like Apple, Target, Trader Joe’s, and ING DIRECT that astonish and delight me as a consumer. I feel that they know me, my lifestyle, and my dreams.
Schlanser : And finally, I'm still mourning the loss of Paul Rand's U.P.S. logo. Do you have any thoughts on that one?
Wheeler : My mourning these days is reserved for Jack, the Cingular icon. Jack is being phased out by at+t, even though Cingular is their largest asset and entree into the wireless space. Jack holds a special place in my heart because he is the first anthropomorphic avatar in the category.
As for Paul Rand’s logo, I do miss it. But as a business person, I have to admire a company that makes a sound business decision.
ABOUT THE SUBJECT: Alina Wheeler is a highly successful designer, consultant, author, and speaker. Among her many accomplishments, she has led a multidisciplinary team to build a financial services company for women, and she has launched the highest paid insurance sales force into work site selling. She is also a former AIGA board member, chapter president, and AIGA fellow. www.alinawheeler.com
