These days, it pays to know about brand. The rise of startups has created thousands of new brand design opportunities, and people of all disciplines are working to help brands compete in a crowded world. Increasingly, the lines between design and strategy are blurring, and smart designers are developing the skills to nimbly navigate both.

這些天來，了解品牌是值得的。 新興企業的興起創造了成千上萬的新品牌設計機會，各個領域的人們都在努力幫助品牌在擁擠的世界中競爭。 設計與策略之間的界線越來越模糊，聰明的設計師正在開發可靈活導航兩者的技能。

“Often as product designers, we develop such a deep empathy for customer needs, fears, and desires, that it can become a natural extension of our thinking from product requirements to emotional brand attributes.”

“通常作為產品設計師，我們會對客戶的需求，恐懼和欲望產生深刻的共鳴，以至于它可以自然地擴展我們的思維，從產品需求到情感品牌屬性。”

— Ron Golding, Product Designer at Google

— Google產品設計師Ron Golding

You may not consider yourself in the business of making brands, but whether you’re designing pixels, developing interfaces, or inventing new products — understanding brand is key to creating a successful outcome (and defining what success means in the first place).

您可能不會考慮自己從事品牌創造的業務，但是無論您是要設計像素，開發界面還是發明新產品- 了解品牌是創造成功成果(并首先定義成功的意義)的關鍵 。

This quick crash course will get you up to speed on all things brand. We’ll cover:

快速的速成課程將幫助您快速掌握所有品牌。 我們將介紹：

• Part 1: What brand is, what it’s not, and 5 big reasons it matters

  第1部分：什么是品牌，什么不是品牌以及5個重要原因

• Part 2: 8 steps to build a great brand — with resources and tips from my time at IDEO

  第2部分：建立出色品牌的8個步驟-借助我在IDEO期間的資源和技巧

Let’s jump in.

讓我們跳進去。

Heads up: I’ve curated a big list of top resources and exercises to help jumpstart your work — find them at the bottom!

注意：我整理了一大堆重要資源和練習，以幫助您快速開始工作-在底部找到它們！

第1部分 (PART 1)

什么是品牌？ (What Is Brand?)

不只是一個標記 (More than a mark)

When you think of a brand, the first thing that probably pops into your mind is a logo. Let me guess — was it a swoosh, an apple, or some golden arches?

當您想到一個品牌時，可能首先想到的是徽標。 讓我猜想-是耐克，蘋果還是一些金色的拱門？

There’s a good reason for that. Archeological evidence of early logos can be traced back to ancient Greece, where craftsmen stamped marks on their pottery as unique signatures and signifiers of quality. Today, logos are ubiquitous. You likely encounter hundreds each day, and can recognize a thousand more.

有充分的理由。 早期徽標的考古證據可以追溯到古希臘，在那里，工匠在陶器上蓋印標記，作為獨特的標志和品質的象征。 今天，徽標無處不在。 您每天可能遇到數百個，并且可以識別另外一千個。

While logos are powerful symbols of a brand, a logo is not a brand. A logo is an essential part of a brand identity — which is one half of the brand equation.

徽標是品牌的有力標志，而徽標不是品牌。 徽標是品牌標識的重要組成部分，占品牌等式的一半。

品牌方程式 (The brand equation)

At its core, brand is about human connection and communication. A brand is a deliberately crafted relationship with people, built around thoughts, emotions, and shared experiences.

品牌的核心在于人與人之間的溝通和交流。 品牌是與人故意建立的關系，圍繞思想，情感和共享經驗而建立。

“People do not buy goods & services. They buy relations, stories & magic.” — Seth Godin

人們不購買商品和服務。 他們購買關系，故事和魔術。” 塞思·戈丁

We can break this relationship down into a simple equation: identity+experience=brand.

我們可以將這種關系分解為一個簡單的方程式： identity + experience = brand。

What’s a brand identity or experience, you ask? Let’s find out.

您問什么是品牌標識或體驗？ 讓我們找出答案。

品牌識別：目的，個性和視角 (Brand identity: purpose, personality and POV)

To connect with people, good brands act like people: they develop a unique character, look, and communication style. These traits become part of a brand’s identity, which should reflect its distinct personality and a unifying purpose.

為了與人建立聯系，好的品牌就像人一樣：他們發展出獨特的性格，外觀和溝通風格。 這些特征成為品牌標識的一部分，應反映其獨特的個性和統一的目的。

Creatives, strategists, and executives alike are often called upon to help define this identity, which may include a number of components. Here are the most important:

經常需要創意人員，戰略家和管理人員來幫助定義此身份，其中可能包括許多要素。 這是最重要的：

Just like a person’s identity, a brand’s identity extends beyond its looks, encompassing a complete set of characteristics that makes it feel relatable and human. We’ll dive deep into how to build a brand identity in Part 2 — so hang tight.

就像一個人的身份一樣，品牌的身份也超越了它的外觀，涵蓋了使人感到與人相關的一整套特征。 在第2部分中，我們將深入探討如何建立品牌形象 -緊緊抓住。

品牌體驗：界面，互動和情感 (Brand experience: interfaces, interactions, and emotions)

Identity doesn’t mean much on it’s own, though: it’s only by expressing their personality that brands and people develop relationships. A brand communicates its identity with the world through experiences — and experiences are a two way street.

但是，身份本身并沒有多大意義：只有表達自己的個性，品牌和人們才能發展關系。 品牌通過體驗與世界交流其身份-體驗是一條兩條路。

People’s experiences quickly define their relationship with a brand, and cumulatively define the brand itself. Nailing the brand experience is essential because, as brand guru Marty Neumeier concisely puts it:

人們的體驗Swift定義了他們與品牌的關系，并累積定義了品牌本身。 釘牢品牌體驗至關重要，因為正如品牌大師Marty Neumeier簡而言之：

“Your brand isn’t what you say it is. It’s what they say it is.”

“您的品牌不是您所說的。 這就是他們所說的。”

全部放在一起 (Putting it all together)

A brand is most successful when it expresses its identity in a way that resonates with the right people. Think of Nike and Apple — these brands present a clear, unique identity through a consistent experience that has helped build strong connections with a targeted audience — creating not only regular customers but devoted fans.

當品牌以與合適的人產生共鳴的方式表達自己的身份時，最成功。 想想耐克和蘋果公司-這些品牌通過一致的體驗呈現出清晰，獨特的身份，這有助于與目標受眾建立牢固的聯系-不僅創造了固定的客戶，而且創造了忠實的粉絲。

為什么品牌很重要 (Why Brand Matters)

As Nike and Apple clearly illustrate, brands are powerful tools for influence and action. Understanding brand can help you tap into that power the next time you design a product (and hopefully use it for good).

正如耐克和蘋果清楚地表明的那樣，品牌是影響力和行動的有力工具。 了解品牌可以幫助您在下一次設計產品時發揮作用(并希望永遠使用它)。

品牌可以做的5件大事： (Here are 5 big things you can do with brand:)

1.Stand Out and Stick: Starting in the industrial age, markets became increasingly saturated with competing products. To help products stand out in crowded grocery aisles and stick in people’s minds, the modern brand was born: Lyle’s Golden Syrup (est. 1855) is noted in the Guinness World Records as the oldest brand, with a unique identity featuring a dead lion that has made it (rather morbidly) memorable.

1. 脫穎而出：從工業時代開始，市場上競爭產品日益飽和。 為了幫助產品在擁擠的雜貨店過道中脫穎而出并在人們的腦海中留下來，現代品牌誕生了： 吉尼斯世界紀錄中，萊爾的金糖漿(建于1855年)被認為是最古老的品牌 ，其獨特的特征在于它的死獅子使它(令人生病)令人難忘。

2. Build Trust and Loyalty: We form emotional bonds with brands just as we do with other people, creating deep, lasting relationships. After a positive brand experience, people build trust and often remain loyal for years. In Nielsen’s Global New Product Innovation Survey, 59% of respondents preferred to buy new products from familiar brands, and 21% purchased products simply because they liked the brand.

2. 建立信任和忠誠度：就像與他人一樣，我們與品牌建立情感紐帶，建立深遠，持久的關系。 經過積極的品牌體驗，人們可以建立信任，并經常保持忠誠多年。 在Nielsen的全球新產品創新調查中 ，有59％的受訪者更喜歡從熟悉的品牌購買新產品，而21％的購買者僅僅是因為喜歡品牌而購買了產品。

This can also work the other way, however. Because people make purchasing decisions based on feelings and associations, if a brand breaks trust it can have a devastating effect on bottom lines.

但是，這也可以以其他方式工作。 由于人們是根據感情和聯想來做出購買決定的，因此，如果一個品牌失去信任，就會對底線產生毀滅性影響。

3. Bring in the Millions: In this way, brands also have enormous economic value, sometimes far beyond the worth of the organization’s tangible assets. Interbrand has concluded that brands as intangible assets account for more than one-third of total shareholder value, which jumps up to over two-thirds for luxury brands. Apple takes the top spot, with a brand valuation of over $230M in 2019.

3. 帶來數以百萬計的資產：這樣，品牌也具有巨大的經濟價值，有時遠遠超出了組織的有形資產的價值。 Interbrand得出的結論是，作為無形資產的品牌占股東總價值的三分之一以上，對于奢侈品品牌而言，這一價值躍升至三分之二以上。 蘋果(Apple)位居榜首，2019年的品牌估值超過2.3億美元。

4. Communicate and Influence: Leveraging their strong relationships with people, brands can build influential campaigns that promote concepts or calls to action aligned with their specific interests and values. Social media mavens, corporate lobbyists, advertisers, and activists all tap into brand’s power to spark emotions, change minds, and inspire change.

4. 溝通和影響力：品牌可以利用與人之間的牢固關系來開展有影響力的活動，以促進與他們的特定興趣和價值觀相一致的概念或行動呼吁。 社交媒體專家，企業說客，廣告商和活動家都利用品牌的力量來激發情感，改變主意并激發變革。

5. Unify and Inspire: Personal and brand identities can become so closely linked that entire communities and lifestyles are built around a brand — think sports fans, Nike sneakerheads, or Harley riders. Brand also has powerful influence within an organization. A strong brand helps employees unify around a shared purpose, define and align with company culture, and even make tactical decisions. For example, the innovation-focused Tesla team can expect to take bigger risks in product, design, and marketing than their counterparts at traditional automakers.

5. 統一和啟發：個人和品牌身份可以變得如此緊密地聯系在一起，以至整個社區和生活方式都圍繞著一個品牌建立-例如體育迷，耐克運動鞋或哈雷車手。 品牌在組織內部也具有強大的影響力。 強大的品牌可以幫助員工 圍繞一個共同的目標進行統一，定義并與公司文化保持一致，甚至制定戰術決策。 例如，專注于創新的特斯拉團隊可能期望在產品，設計和營銷方面承擔的風險要比傳統汽車制造商更大。

鞠躬品牌 (Putting a Bow on Brand)

Let’s wrap this up. Since ancient times, brands have served as a means of communication and connection. Built around unique identities and experiences, brands inspire and are defined by powerful emotional relationships with people. It pays to understand brand, as the brands you interact with regularly guide your work, affect your thoughts and actions, and maybe even shape the world.

讓我們總結一下。 自古以來，品牌就一直是溝通和聯系的手段。 品牌建立在獨特的身份和體驗的基礎上，通過與人之間強大的情感關系來激發靈感并定義品牌。 了解品牌很重要，因為與您互動的品牌會定期指導您的工作，影響您的思想和行為，甚至可能塑造世界。

Now you know, ready to try building one yourself? On to Part 2!

現在您知道，準備嘗試自己建造一個嗎？ 繼續第二部分！

第2部分 (PART 2)

想要升級您的產品設計？ 建立品牌 (Want to Level Up Your Product Design? Build a Brand)

As a designer, your work builds on the bedrock of brand. Facing a rapidly changing market, adding brand design skills to your repertoire will open new opportunities while strengthening existing skillsets. The good news: after completing 8 steps that follow a familiar design process, you’ll be set to deliver a stellar brand identity and a more holistic, strategic approach to product design.

作為設計師，您的工作建立在品牌的基石上。 面對瞬息萬變的市場，在品牌庫中添加品牌設計技能將在增強現有技能的同時打開新的機遇。 好消息：您按照一個熟悉的設計過程完成了8個步驟之后，便可以提供出色的品牌形象和更全面，更具戰略性的產品設計方法。

Let’s walk through the process, following the rebranding of IDEO’s open innovation practice, OpenIDEO, and applying resources from today’s top brands.

讓我們 逐步了解一下 IDEO的 開放式創新實踐 OpenIDEO 的品牌，并運用當今頂級品牌的資源。

Check out the full list of exercises at the bottom!

查看底部的完整練習列表！

1.明確：不要簡短地開始 (1. Make it clear: don’t start without a brief)

As with any design project, before you kick off branding work, get clarity on what you’ll create. Because brand touches so many elements of a business, scope creep can be particularly dangerous. Make sure to put your project background, objectives, deliverables, and work plan in writing — here’s a good template to get you started.

與任何設計項目一樣，在啟動品牌工作之前，請先弄清要創建的內容。 由于品牌涉及到企業的許多要素，因此范圍擴張尤其危險。 確保以書面形式寫下您的項目背景，目標，可交付成果和工作計劃- 這是一個入門的好模板 。

A few key elements of my brief for OpenIDEO:

我的OpenIDEO簡介中的幾個關鍵要素：

• The organization: Since 2010, OpenIDEO has been connecting leading organizations with people worldwide to collaboratively build solutions to today’s toughest societal problems using human-centered design. Think of it as building communities online and around the globe to crowdsource smart ideas for social good.

  組織 ：自2010年以來，OpenIDEO一直將領先的組織與世界各地的人們聯系起來，以人為中心的設計協作構建解決當今最棘手的社會問題的解決方案。 可以將其視為在全球和全球范圍內建立社區，以眾包智慧想法為社會服務。

• The problem: Over the years, OpenIDEO’s business model and expertise had advanced, and its dated brand needed to reflect this evolution.

  問題：多年來，OpenIDEO的商業模式和專業知識不斷發展，其過時的品牌需要反映這種發展。

• The objective: Lead a small team to build a complete brand identity that resonated internally, engaged a global community, aligned with parent company IDEO, and stood out on the global innovation landscape.

  目標：帶領一個小團隊建立一個完整的品牌形象，在內部產生共鳴，與全球公司互動，與母公司IDEO保持一致，并在全球創新領域脫穎而出。

2.脫穎而出：研究以定義您的品牌格局 (2. Make it stand out: research to define your brand landscape)

尋找競爭和類似的靈感 (Look for competitive and analogous inspiration)

Before you can create contrast with other brands, you have to know the colors of your brand landscape. Start with a quick competitive analysis: here’s a step by step guide. Pay attention not only to palettes and components, but also to the way competitors frame their offerings and overarching brand narrative. Exploring how your brand stands with and apart from the rest will help you uncover inspiration and identify key differentiators.

在與其他品牌形成對比之前，您必須了解品牌景觀的顏色。 從快速的競爭分析開始：這是逐步指南 。 不僅要注意調色板和組件，還要注意競爭對手對產品的構架和品牌敘事的總體方式。 探索您的品牌在其他品牌中的地位和優勢，將幫助您發掘靈感并確定關鍵差異化因素。

Pro tip: don’t stop with your competitors — there’s a ton to learn from analyzing other industries through analogous research.

提示：不要只停留在競爭者身上-通過類似的研究來分析其他行業還需要大量學習。

收集內部見解 (Gather internal insights)

You can find another gold mine of brand knowledge within your organization. Successful brands serve both strategic objectives and the needs of the team, customers and clients — so find out what these are. Talk to people in marketing, product, and leadership to get a clear idea of the business strategy and any existing brand content, like positioning or boilerplates. If these don’t yet exist or no longer ring true, I’d recommend working on them after you’ve defined your brand voice (step 4).

您可以在組織內找到另一個品牌知識的金礦。 成功的品牌既可以滿足戰略目標，又可以滿足團隊，客戶和客戶的需求，因此請找出這些是什么。 與市場營銷，產品和領導層的人交談，以獲取對業務戰略和任何現有品牌內容(例如定位或樣板)的清晰了解。 如果這些都不存在或不再正確，建議您在定義品牌聲音后進行處理(第4步)。

了解您的觀眾 (Understand your audience)

In addition to employees, talk with customers to uncover core truths about your brand. Ask open-ended questions to capture abstract sentiments like feelings and associations with the brand, in addition to data on demographics and preferences.

除了員工之外，還可以與客戶討論以發現有關您品牌的核心真相。 詢問開放性問題，以獲取抽象的情感，例如關于人口統計和喜好的數據，例如感受和與品牌的關聯。

By the end of the research phase, you should have a clear picture of your brand landscape, and hopefully many of these resources to guide you as you develop your brand identity.

在研究階段結束時，您應該清楚了解自己的品牌前景，并希望其中許多資源可以在您建立品牌形象時為您提供指導。

品牌景觀交付品 (Brand Landscape Deliverables)

Exercises below

下面的練習

Business Landscape

商業景觀

• Competitive analysis: curate and analyze competitors’ brand assets and strategies, noting key differentiators

  競爭分析：策劃和分析競爭對手的品牌資產和策略，并指出主要差異化因素

• Objectives: clarify the organization’s short- and long-term actionable business goals

  目標：闡明組織的短期和長期可行業務目標

• Offerings: clearly define the organization’s products and services

  產品：明確定義組織的產品和服務

• Positioning/value propositions: outline the benefits the organization delivers, and how this value sets it apart from competitors

  定位/價值主張：概述組織所帶來的好處，以及該價值如何使其與競爭對手區分開

Messaging Landscape

訊息景觀

• One-liner: create a single sentence that describes the people and problem the organization serves, and its unique solution

  單線：創建一個描述組織所服務的人員和問題及其獨特解決方案的句子

• Tagline: select a few words to communicate the brand’s offering and value

  口號：選擇幾句話來傳達品牌的產品和價值

• Boilerplate: develop a brief, standardized description of what the organization does, including metrics and positioning

  樣板：對組織的工作進行簡短，標準化的描述，包括指標和位置

Audience Landscape

觀眾景觀

• Audience personas: build profiles of individuals that represent the behaviors, feelings, and preferences of a key segment of your audience

  受眾角色：建立個人簡介，以表示您的主要受眾群體的行為，感覺和偏好

• Organizational culture audit: capture a sense of the team’s values, aspirations, and existing relationship with the brand

  組織文化審核：把握團隊的價值觀，理想以及與品牌之間的現有關系

3.使其對齊：建立指南針以指引道路 (3. Make it aligned: build a compass to guide the way)

創建工具以幫助駕馭未來 (Create tools to help navigate the future)

With your research insights in hand, you’re ready for your next challenge — crafting a group of statements that establish your organization’s north star and speak to how you’ll get there. This process will likely require buy-in from multiple stakeholders and many revisions before it feels right, but it’s an essential step. Building a brand compass will help you center on a shared language about the heart of your brand.

有了您的研究見解，您就為下一個挑戰做好了準備–編寫一組聲明來確立組織的北極星，并說明如何實現這一目標。 在此過程中，可能需要多個利益相關者的認同并進行許多修訂，然后才能感覺正確，但這是必不可少的步驟。 建立品牌指南針將幫助您以關于品牌核心的共享語言為中心。

品牌指南針交付品 (Brand Compass Deliverables)

Exercises below

下面的練習

• Mission statement: define the core mandate of the organization — what it does, who it serves, and the value it brings to the table

  使命宣言：定義組織的核心任務-它做什么，為誰服務以及為組織帶來的價值

• Vision statement: clarify where the organization is going and the change it seeks to create in the next 3–5 years

  愿景聲明：闡明組織的發展方向以及在未來3-5年內要尋求的變化

• Purpose statement: answer the fundamental question — why does this organization exist? — and articulate the shared meaning that makes this work worthwhile

  目的陳述：回答基本問題-為什么該組織存在？ -闡明使這項工作值得的共同含義

• Values: name the organization’s core beliefs and the behaviors that will manifest its purpose

  價值觀：列舉組織的核心信念和表現組織宗旨的行為

4.保持一致：給您的品牌一些個性 (4. Make it consistent: give your brand some personality)

通過像人一樣建立人際關系 (Build relationships with people by acting like people)

A brand should have a distinct personality, with defined characteristics that influence the way it looks, acts and speaks. Think about Siri, Elon Musk, and Ronald McDonald: all have pretty distinct characters, right? This personal identity helps people bond with and understand what to expect from a brand.

品牌應具有鮮明的個性，并具有影響其外觀，行為和說話方式的明確特征。 考慮一下Siri，Elon Musk和Ronald McDonald：所有人都有截然不同的角色，對嗎？ 這種個人身份有助于人們與品牌建立聯系并了解品牌期望。

Clearly defining this personality helps your brand stay consistent — and in branding, consistency is king. Just imagine how weird it would be if McDonald’s started talking to you like a stuffy aristocrat, or if Apple switched to Comic Sans and started making puns about fruit. You might not want to interact with them anymore, and that’s bad for business.

明確定義這種個性有助于您的品牌保持一致-在品牌塑造中，一致性是至上的。 試想一下，如果麥當勞像悶悶不樂的貴族般開始與您交談，或者蘋果公司改用Comic Sans并開始對水果開玩笑，那會是多么奇怪。 您可能不想再與他們互動，這對業務不利。

Pro tip: To create your brand personality, consider developing a persona, just like you would for users. Here’s a good persona template to get you started. Use your brand landscape and compass to help define character traits.

專家提示：要創建品牌個性，請考慮開發角色，就像為用戶創建角色一樣。 這是一個很好的角色模板 ，可以幫助您入門。 使用您的品牌景觀和指南針來幫助定義角色特征。

給您的品牌一個強有力的聲音 (Give your brand a strong voice)

Voice is the anchor of a brand identity. To define yours, try building a Brand Star (pictured above). In this helpful exercise I picked up at IDEO, you brainstorm and then center on just five words to characterize your brand’s unique communication style, aiming to create some interesting tension between the traits. It’s tricky but important to find words that resonate, as this star can be your guiding light towards consistency.

聲音是品牌形象的基礎。 要定義您的品牌，請嘗試建立品牌之星(如上圖所示)。 在IDEO進行的這項有益的練習中，您集思廣益，然后僅用五個詞集中描述您品牌的獨特溝通風格，以期在這些特征之間建立一些有趣的張力。 找到能夠引起共鳴的單詞是很棘手的，但很重要，因為這顆星可以成為您邁向一致性的指導。

在上下文中映射您的語氣 (Map your tone in context)

While your brand should always sound like it’s speaking with the same vocal cords, the tone of its voice should depend on context — reflecting who the intended audience is, and where they are physically, emotionally, and experientially. We can break this down into a simple equation.

雖然您的品牌聽起來應該總是像是用相同的聲帶說話，但其聲音語調應取決于上下文-反映目標受眾是誰，以及他們在身體，情感和體驗上的位置。 我們可以將其分解為一個簡單的方程式。

Depending on the situation, you may lean into certain brand traits to strike the appropriate tone. Tone is an essential consideration in everything from your information architecture to your social campaigns to your error messages, so it’s a great idea to map it at the onset. Check out these voice and tone guidelines from top companies for inspiration.

根據具體情況，您可能會傾向于某些品牌特征以打出適當的語氣。 從信息體系結構到社交活動到錯誤消息，音調都是必不可少的考慮因素，因此從一開始就將其映射是一個好主意。 查看頂級公司的這些語音和語調指南以獲取靈感。

5.使其可擴展：親吻您的視覺識別 (5. Make it scalable: KISS your visual identity)

準備跑道 (Get runway ready)

Your brand personality traits should strongly influence your visual identity — the elements that define how your brand looks. When creating a visual identity, work to Keep It Simple and Scalable so your brand is easy to apply and can grow with your organization. Here’s how:

您的品牌個性特征應極大地影響您的視覺形象-定義品牌外觀的要素。 創建視覺標識時，請努力保持其簡單性和可擴展性，以使您的品牌易于應用并隨組織發展。 這是如何做：

視覺識別產品 (Visual Identity Deliverables)

Exercises below

下面的練習

• Typography: limit yourself to two typefaces, and try pulling from the same font family

  字體：將自己限制為兩種字體，并嘗試從同一字體家族中提取字體

• Colors: use them with intention and restraint, and consider visual weight and hierarchy

  顏色：有意和克制地使用它們，并考??慮視覺重量和層次

• Logo: create something that looks great across different sizes, materials and contexts

  徽標：創造出在不同尺寸，材質和背景下看起來都很棒的東西

• Creative assets (photography, illustration, iconography etc.): define a consistent style that is unique but scalable based on budget/resources

  創意資產(攝影，插圖，肖像等)：定義一致的樣式，該樣式獨特但可根據預算/資源進行擴展

• Multimedia (data visualization, video, sound etc.): build off your other styles to determine standards you can stick with

  多媒體(數據可視化，視頻，聲音等)：建立其他風格，以確定可以堅持的標準

從視覺識別擴展到界面設計 (Scale from visual identity to interface design)

As you translate your visual identity into your UI, design with flexibility in mind, as your brand needs to work across components and devices. If you want to express big ideas, experiment with cutting text to the essentials and letting your visuals tell the story.

在將視覺標識轉換為用戶界面時，設計時要牢記靈活性，因為您的品牌需要跨組件和設備工作。 如果您想表達大膽的想法，請嘗試將文字切割成基本要素，然后讓視覺效果講述故事。

6.建立聯系：利用同情和情感 (6. Make it connect: tap into empathy and emotion)

As you’re designing the visual and verbal language for your brand, don’t forget that humans should always be at the center. Brands are most successful when they connect with people on an emotional level, so ensure you’re creating with your audience’s unique needs in mind.

在為品牌設計視覺和口頭語言時，請不要忘記以人為中心。 當品牌在情感上與人建立聯系時，它們是最成功的，因此請確保您在創建時考慮了受眾的獨特需求。

“Great companies that build an enduring brand have an emotional relationship with customers that has no barrier.”

“建立持久品牌的偉大公司與客戶的情感關系無障礙。”

Howard Schultz, former CEO of Starbucks

星巴克前首席執行官霍華德·舒爾茨(Howard Schultz)

Pro tip: Thinking beyond your offerings, empathize to ensure people’s deeper desires — perhaps comfort, status, safety, or belonging — are reflected in your brand design.

專家提示：超越您的產品范圍思考，移情以確保人們在品牌設計中反映出人們的更深層次的欲望-也許是舒適，狀態，安全或歸屬感。

7.戰術化：制定實用的品牌識別準則 (7. Make it tactical: create practical brand identity guidelines)

建立您的品牌家 (Build your brand a home)

If you’ve reached this point in the process, you’ve got all the elements you need to build a strong brand identity. Now, it’s time to put it all together. In an ideal world, brand guidelines should become living resources, evolving into a full design system with clear rules that span engineering, marketing, product and design. Check out this comprehensive checklist, or this design system collection for inspiration.

如果您在此過程中達到了這一點，那么您就具備了建立強大品牌形象所需的所有要素。 現在，是時候將它們放在一起了。 在理想的世界中，品牌指南應成為生活資源，并演變??成具有清晰的規則的完整設計系統，這些規則涵蓋工程，營銷，產品和設計。 請查看此綜合清單或此設計系統集合以獲取靈感。

使什么對您的團隊有效 (Make what works for your team)

Many companies don’t have the resources to build and maintain these complex systems, and that’s okay. The key is to create a centralized hub for all your brand resources that’s easy for your team to access. This should be home to your visual identity guidelines (all the elements you built in step 4), and verbal identity guidelines (including your brand landscape, compass, voice and tone, plus an editorial style guide if you’re a grammar fan).

許多公司沒有資源來構建和維護這些復雜的系統，這沒關系。 關鍵是為您的團隊輕松訪問的所有品牌資源創建一個集中式中心。 這應該是視覺識別準則(在第4步中構建的所有元素)和語言識別準則(包括品牌格局，指南針，聲音和語氣，以及如果您是語法迷的話，加上編輯風格指南 )的所在地。

As you’re building these resources, think about how to make them practical for your team. Can you include an intuitive navigation system, or break down visual style rules so they’re accessible to non-designers?

在構建這些資源時，請考慮如何使它們對您的團隊切實可行。 您可以包括直觀的導航系統，還是可以分解視覺樣式規則，以便非設計人員可以訪問它們？

Pro tip: For a time-strapped team, consider making templates for key resources that already have your brand built in.

專家提示：對于時間緊張的團隊，請考慮為已經建立您的品牌的關鍵資源制作模板。

8.堅持不懈：將您的團隊變成大使 (8. Make it stick: turn your team into ambassadors)

擺脫品牌培訓的痛苦 (Take the pain out of brand training)

A brand is only as strong as it’s ambassadors, which means it’s time to train your team. While few people are psyched for training sessions, they don’t have to be boring. Consider your audience and your brand character, and think about creative ways to make an introduction.

品牌只有與大使一樣強大，這意味著該是培訓您的團隊的時候了。 雖然很少有人愿意參加培訓課程，但他們不必感到無聊。 考慮您的受眾和您的品牌特征，并考慮采用新穎的方式進行介紹。

At OpenIDEO, I turned our training sessions into a gameshow experience. The team jumped into interactive games about our brand, and the competition to become the first ‘Brand Star’ was fierce. While this may not work for every team, think outside the box to build enthusiasm and encourage widespread adoption of your new brand identity.

在OpenIDEO，我將培訓課程轉變為游戲節目體驗。 團隊參加了有關我們品牌的互動游戲，成為首個“品牌之星”的競爭非常激烈。 盡管這可能不適用于每個團隊，但請跳出框框思考，以建立熱情并鼓勵廣泛采用您的新品牌標識。

你做到了！ (You made it!)

If you’ve made it this far, you’re a brand star in my book. You’ve got the tools to map your brand landscape, build a compelling personality and consistent style guidelines, and bring your whole team on board. Developing a brand identity is no simple task, but the value you’ll create through the process makes it a worthy investment — building a strong foundation to take your business and your product design skills to the next level.

如果到目前為止，您是我書中的品牌明星。 您已經掌握了繪制品牌前景，建立引人注目的個性和一致的風格準則以及將整個團隊加入其中的工具。 建立品牌形象并非易事，但您將在整個過程中創造的價值使其成為一項有價值的投資-為將您的業務和產品設計技能提升到一個新的水平奠定堅實的基礎。

Since we’re all fans of efficiency, I’ve compiled every brand element shared here, plus top exercises and resources to help you master them. May it help guide you on your brand design journey — just don’t forget to pack your compass.

由于我們都是效率的擁護者，因此，我整理了這里共享的每個品牌要素，以及幫助您掌握它們的最佳練習和資源 。 可能會幫助您引導品牌設計旅程-別忘了收拾指南針。

在這里找到所有品牌標識元素/練習！ (Find all Brand Identity Elements/Exercises here!)

知道其他出色的品牌設計技巧或資源嗎？ 分享評論！ (Know any other great brand design tips or resources? Share in the comments!)

P.S. This is my first post on Medium, and it’s great to join the community! If you’d like to see more, have any comments or questions, or just want to say hi, drop me a line (see bio). Thanks for reading!

PS：這是我在Medium上的第一篇帖子，很高興加入社區！ 如果您想了解更多，有任何意見或疑問，或者只是想打個招呼，請給我寫一行(請參閱簡歷)。 謝謝閱讀！

(Logo Answers: 1. Levi’s; 2. UPS; 3. Haagen Dazs)

( 徽標答案：1。Levi's； 2。UPS； 3。Haagen Dazs)