How Brands Are Built: Alina Wheeler Has a Doppelgänger Named Blake Deutsch

Release Date: December 21, 2020

In this insightful episode of How Brands Are Built, host Rob Meyerson sits down with branding luminary Alina Wheeler, renowned for her seminal work, Designing Brand Identity: An Essential Guide for the Whole Branding Team. Now in its fifth edition, Wheeler’s book has become a cornerstone resource for brand strategists, designers, and marketing professionals worldwide. This comprehensive summary delves into their engaging conversation, highlighting key discussions, pivotal insights, and impactful conclusions.

1. Introduction to Alina Wheeler and Her Book

Rob Meyerson opens the episode by introducing Alina Wheeler, emphasizing her extensive experience of over 40 years in brand strategy and design. He recounts his personal connection to Wheeler’s book, noting its ubiquitous presence in professional settings, such as seeing it prominently used in a Shanghai-based consulting firm.

Rob Meyerson [00:00]: “Today’s guest is Alina Wheeler, best known as the author of Designing Brand Identity...”

2. Alina Wheeler’s Career and Motivation for Writing the Book

When prompted about her career before publishing the first edition in 2003, Wheeler explains her multifaceted role as a partner in a design firm tackling complex branding challenges across diverse sectors.

Alina Wheeler [02:44]: “I wanted to demystify branding for them, give them a disciplined process and demonstrate that there was a big ROI.”

Wheeler’s primary motivation for writing the book stemmed from a gap she identified in available resources. She sought to create a practical guide that bridged the understanding between creative teams and business leaders, particularly CEOs without formal marketing or branding backgrounds.

3. Evolution of Designing Brand Identity Across Editions

The discussion transitions to the evolution of Wheeler’s book, now in its fifth edition. She highlights the necessity of updating the content to keep pace with the rapidly changing branding landscape.

Alina Wheeler [08:10]: “Websites were glorified brochures... People didn’t talk about content, people didn’t talk about experience.”

Wheeler elaborates on how technological advancements and shifting paradigms, such as the rise of digital experience and the introduction of big data, necessitated continual revisions to ensure the book remained relevant and comprehensive.

4. Structure and Content of the Book

Wheeler outlines the consistent three-section structure of the book, emphasizing its utility as both a learning tool and a reference guide.

• Fundamentals: Establishing a shared vocabulary between clients and creative teams, covering topics like brand strategy, stakeholders, and brand governance.

• Process: Deconstructing the branding process to highlight essential considerations such as decision-making, collaboration, and trust-building.

• Best Practices: Featuring approximately 50 case studies from a variety of global and local brands, demonstrating diverse approaches and successful outcomes.

Alina Wheeler [10:03]: “The structure is exactly the same. It’s three sections...”

5. Collaborations and Case Studies

Wheeler discusses the meticulous process of curating case studies, emphasizing the importance of obtaining written permissions and ensuring accurate representations of each project.

Alina Wheeler [13:10]: “The permissions are the hardest part. The permissions are almost what kill me.”

She stresses that each case study must be approved by all involved parties to maintain confidentiality and integrity, showcasing only the goals, processes, and results without compromising sensitive information.

6. Challenges in Publishing the Book

Addressing the complexities of publishing, Wheeler shares insights into the difficulties of securing permissions and aligning narratives between clients and consultancies. She underscores the importance of authorial discretion in selecting content that accurately reflects the branding journey.

Alina Wheeler [14:55]: “I had to kind of close my eyes and think back to the situations that I had been in...”

7. Impact of Writing the Book on Alina’s Work

Rob inquires about how authoring multiple editions of the book has influenced Wheeler’s professional practice. She reveals that the process has emboldened her to experiment with innovative business models and collaborative approaches.

Alina Wheeler [27:45]: “I have kind of. I had the courage to look at a lot of different business models...”

One notable example Wheeler shares is the creation of "inside-outside" brand labs within corporations, fostering a blend of internal and external expertise to enhance brand strategy and execution.

8. Future of Designing Brand Identity and the Sixth Edition

Looking ahead, Wheeler discusses plans for the forthcoming sixth edition, which she humorously notes will be authored by her husband as she focuses on new life adventures.

Alina Wheeler [29:09]: “I will not be the author of that edition. My husband...”

She outlines her hopes for the next edition to incorporate emerging trends such as the impact of the global pandemic on branding, advancements in artificial intelligence, and the growing importance of neuroscience in understanding consumer behavior.

Alina Wheeler [32:26]: “There are going to be a lot of new subjects and new case studies...”

Wheeler also envisions a more dynamic, possibly online, version of the book that can be updated in real-time to reflect the ever-evolving branding landscape.

9. Alina’s View on Emerging Trends and Recommended Brands

Wheeler highlights the work of Simon Charwey, a design visionary from Ghana, who is cataloging indigenous African design systems. She praises his project, African Design Matters, as a crucial step toward diversifying the predominantly Western-centric branding practices.

Alina Wheeler [37:57]: “Simon Charwey... is beginning to build this global resource for educators and students.”

10. Book Recommendations and Career Advice

When asked about other influential books, Wheeler recommends Design the Life You Love by Isa Bursel, emphasizing its focus on personal branding and disciplined creativity.

Alina Wheeler [40:09]: “I love the book because it’s about process and it’s really about personal branding.”

For professionals in branding and design, Wheeler offers inspirational advice:

• Dream Big: Encourage audacious goals to unlock unexpected opportunities.

• Disconnect and Explore: Engage with diverse experiences beyond daily tasks to foster creativity.

• Build a Professional Tribe: Cultivate supportive networks that encourage growth and innovation.

Alina Wheeler [41:07]: “Dream big... Expose your brain to things that have nothing to do with your day job.”

11. Concluding Remarks

The episode wraps up with mutual appreciation, as Rob acknowledges Wheeler’s impactful contributions to the branding field and her invaluable book.

Rob Meyerson [45:26]: “I love your advice to dream big...”

Wheeler expresses her hopes to meet Rob and listeners in a post-COVID world, leaving listeners with a final dose of inspiration.

Alina Wheeler [45:52]: “George Elliot... It’s never too late to be who you could have been.”

Notable Quotes

• Alina Wheeler [02:44]: “I wanted to demystify branding for them, give them a disciplined process and demonstrate that there was a big ROI.”

• Alina Wheeler [08:10]: “Websites were glorified brochures... People didn’t talk about content, people didn’t talk about experience.”

• Alina Wheeler [16:52]: “As you think about someone’s written a 350 page book... it’s kind of a back and forth process.”

• Alina Wheeler [37:57]: “Most of the best practices kind of in the branding and design world are western centric. And now more than ever we need to honor the perspectives and the contributions of other cultures.”

• Alina Wheeler [41:07]: “Dream big... Expose your brain to things that have nothing to do with your day job.”

Key Insights and Conclusions

• Practicality Over Theory: Wheeler’s book serves as a hands-on guide, prioritizing actionable strategies over theoretical concepts to aid busy professionals in executing effective branding projects.

• Continuous Evolution: The necessity for frequent updates in branding literature underscores the dynamic nature of the field, driven by technological advancements and cultural shifts.

• Collaborative Integrity: Maintaining the authenticity and confidentiality of case studies is paramount, ensuring that shared experiences genuinely reflect the branding process.

• Global Perspectives: Embracing diverse cultural insights, as advocated by Wheeler, is essential for creating inclusive and resonant brand identities in a global marketplace.

• Personal Development: Wheeler emphasizes the importance of personal growth, creativity, and networking as foundational elements for success in branding and design careers.

This episode of How Brands Are Built offers a deep dive into Alina Wheeler’s influential work and her enduring impact on the branding industry. Whether you’re a seasoned professional or just embarking on your branding journey, Wheeler’s insights provide valuable guidance on building and sustaining strong, effective brands.

For more information on Alina Wheeler and her book, visit DesigningBrandIdentity.com. To explore Simon Charwey’s work, head over to SimonCharwey.me. Discover the Certified B Corporation movement at BCorp.net.

If you enjoyed this summary, consider tuning into the full episode and supporting the How Brands Are Built podcast by leaving a five-star rating on Apple Podcasts.