Strategic Brand Design

Roel Stavorinus is an independent brand and design strategist and has completed more than ninety brand projects over the past twenty years – alternately on the side of organisations (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 Basic knowledge – what you need to know to design for brands 1 Strategy 2 Organisation 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 starting to design 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: he organisation 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 for brands 27 Tools for internal analysis 28 Tools for external analysis 29 Tools for strategy