The Book of Branding is a guide designed for entrepreneurs, founders, designers, brand creators and anyone seeking to decode the complicated world of brand identity design. Real life case studies are included within the book to show how collaborative work can be achieved.
The book includes chapters on planning, process, application and advice. Each section/chapter shows case studies to support the points made. Radim grew up in the 1980’s when the focus was on the product itself first and then building the brand was second. He founded his own studio Brand Nu where he has been helping countless founders etc in which building worlds in which people can belong. This book aims to help people understand a branding project and make it the best it can be. A branding system is explained and thought through in this book. I used it to reference as part of my dissertation and found sections within it very useful for branding elements. I wanted to prove that a brand tells a story beyond its functional brand elements. As a brief is presented as a map or destination of where the project is going to go. The designer thinks of what story they wish to tell through their design.
As the book states ‘Everyone’s days are full of intriguing encounters’. Brands are created for people to have a sense of belonging and a sense of meaning too. In the planning chapter it is broken up into various headings including what is branding, strategy explained, brand purpose and much more. The brand narrative of a brand must be clearly thought out for a successful brand. A lot of a brand is down to the research behind the brand and what happens before designing the brand.
In the process chapter there are also many headings. These include the design road map, find your type, the big reveal etc. This is the exciting part were you start designing and creating your ideas. The Rojo London brand is included in this as a case study. Rojo is a sleep and loungewear brand designed for bust women. It uses Damaine Text which enables use and functionality across several different future uses. A unique shopping and brand experience has been created.
In the application section the brand is delivered to the outside world. The product or the brand service is ready to launch. The book is summed up with an advice section which outlines how to enjoy the whole process and what to do in certain situations. Sometimes things can go wrong, this book suggests to work hard and get to the bottom of it.