Strategic Brand Design

Roel Stavorinus is an independent brand and design strategist and has completed more than 90 brand projects over the past 20 years – alternately on the side of organizations (clients) and that of creative agencies. In the past, Roel worked as a lecturer at various colleges. He still gives guest lectures and training. He also regularly publishes articles about brand, marketing and design.

PART 1 Basics – What you need to know to design for brands 1 Strategy 2 Organization and brand 3 Identity and personality 4 What is a brand? 5 Value of the Brand 6 Positioning 7 Brand growth 8 Points of parity and points of difference 9 Distinctive brand assets 10 Forms of identity 11 A strong brand 12 Brand and design PART 2 Research and Analysis – What you need to do before designing for brands 13 Strategic brand design 14 The role of the designer 15 Brand management 16 The Strategic Brand Design Canvas 17 Step 1 - The question and the briefing 18 Step 2 - Internal analysis 19 Step 3 - External analysis 20 Step 4 - The organization and the brand 21 Step 5 - Brand strategy PART 3 Design – Designing for Brands 22 Brand Architecture and Differentiation 23 From Strategy to Design 24 Good Design 25 Modern-day Brands 26 The design is ready, but that is just the beginning PART 4 Methods, tools and models - Useful tools for designing brands 27 Tools for Internal Analysis 28 Tools for External Analysis 29 Brand models