What's Your Business? offers a comprehensive pathway through the subject of corporate design clarifying the relationship between corporate design and corporate strategy and the terms identity, brand, image, communication and reputation. The book explores the impact of developing digital technology on brand creation and positioning in a marketplace, through symbolic and coherent design.A local market trader may buy a van, promote his business on a blackboard and proclaim 'daily special offers'. Corporations use computers, design websites and communicate with global clients through social media. Yet each business started with an idea and developed a distinctive existence. What's Your Business? helps you turn a business idea into reality by establishing its existence, ethos, message and activities. By integrating corporate and design strategy with creative inputs Claire Tomlins illustrates the subject's diversity. She ensures businesses set goals, strategies and plans whilst ensuring they recognise an identity that sparks the corporate design strategy and creative inputs that manifests the company's aesthetic for marketing purposes; including design management, Intellectual Property topics and measures.Business people wishing to know how design can provide added value to their organisation will find this book useful, including where they could contribute. Academic concepts and definitions are updated and explanations are provided to business and design students on where each of their skillsets can contribute to a business
Contents: Foreword; Preface; Part I Ground Base - How Corporate design Started and Evolved: Introduction; Corporate identity and image development; Corporate identity and branding debate; New media, communication and reputation; End of Part I summaries. Part II Setting the Strategy: Introduction; Corporate strategy; Storytelling and identity; Corporate design strategy; Perception and perspectives; End of Part II summaries; Part III Cohesive Design Management: Introduction; Design management; Business and intellectual property law; End of Part III summaries. Part IV Navigating Symbolic Practice: Introduction; The symbolic aesthetic; visual identity creative process; Symbolic organisational behaviour; End of Part IV summaries. Part V Digital Corporate Design: Summaries; Digital strategy; Company website image by gestalt and aesthetic; Social business; End of Part V Summaries; Conclusion: brand and corporate identity today; Index.
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