We live in a brand conscious world and brand is more than just a logo or a name.

In this session, learn about the concept of branding, its importance & what makes up a brand identity system


  • Definitions and objectives: brand, brand strategy
  • Sources of input required for any brand strategy
  • Brand positioning; components of a brand strategy platform
  • How a brand strategy does/should impact a business
  • High-level brand architecture frameworks and organizing principles
  • Verbal identity (voice/messaging)
  • Naming: how it’s done, what makes a good name, common pitfalls
  • What makes up a visual identity system
  • Beyond visuals: sonic identity, ongoing brand management

Title : Intro To Branding - From Definitions To Design | Workshop With Rob Meyerson | Designhill
Duration : 1H 37M 59S

Important topics covered in this session

Title : Brand Strategy
Duration : 1M 16S
Title : Brand Essence
Duration : 3M 36S
Title : Brand Platform
Duration : 3M 57S
Title : Brand Architecture
Duration : 10M 50S

Guest Speaker

Rob Meyerson

Rob Meyerson

Rob Meyerson is principal and founder of Heirloom, an independent brand strategy and identity firm. His specialties include brand strategy and positioning, naming and messaging, brand architecture, qualitative research, and organizational change. He is also creator and host of How Brands Are Built, the podcast where branding professionals get into the details of what they do and how they do it, and the associated blog and resource platform.

Prior to Heirloom, Rob’s previous roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia. His client experience ranges from the Fortune 500 to Silicon Valley startups, and from San Francisco to Shanghai, including brands such as Flex, GE, J.D. Power, Disney, John Deere, and Intel.

Rob has published articles about brand strategy and naming in Branding Strategy Insider, Business Insider, Guardian, TechCrunch, and VentureBeat, among others.

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