Branding BasicsSeminar Presentation

A LOGO IS NOT A BRAND…

…UNLESS IT’S

ON A COW

SEAN ADAMS & NOREEN MORIOKA

BUT, A WELLDESIGNEDLOGO CAN…

A Well Designed Logo Can

1. Help a good product or service realize it’s full

potential

2. Make an impact

3. Give direction

4. Draw in a viewer

5. Create an emotion or feeling

6. SUPPORT YOUR ENTIRE BRAND!

A Non-Branded Company

A Branded Company

Branding is:

All about the perception formed by your audienceabout your company, product, people, or ideas. It builds credibility instantly.

This “perception” includes the coming together of logo(s), visuals, identity, marketing materials,programs, messaging, products, services and company actions.

Why You Should Develop a Brand:

1. Differentiate yourself from the competition2. Creates internal focus3. Provides clear idenitification4. Enables your audience to form a

relationship with you5. Creates merchandising opportunities6. Keeps everything organized7. Communicates your message8. Further develops your future branding

Examples of Successful Brands

Is Branding Just for Big Business?

NO! It’s for every size of company.

Small companies have the edgeas it is much easier to provide aconsistent brand experience.

Don’t Wait Until It’s Too Late

“ One of the biggest misperceptions that companies have is that branding begins when the firm has money and can hire an expert. The most successful companies consider branding from the moment the business is just a kernel of an initial idea.”

DAVE LISS

The Components of a Brand

This chart illustrates all

the components of abrand and how theyinteract with eachother at all times.

Steps To Creating A Successful Brand

#1 - Development

• Research!• Establish Market• Competition?• Study Others• Target Market • Ask Questions• Hire a Professional

• Product Pros/Cons• Are you unique?• Personality• Does your name fit?• Position yourself• Marketing strategy

#2 - Design

• Research!• Review Development• Look at competition• Personality style• Who is the audience? • Desired perception• Hire a Professional

• Objectives• Client Goals• What is the purpose?• Response rate• Subliminal messages• Any limitations?

Design adds value to a brand

Basic Design Principles

It is the appropriate use of basic design principles:

MessagingFont

ColourImagery

MESSAGING

Is Your Message…

1. Informative

2. Hitting the right target

3. Creative

4. Thought provoking

FONT

The Use of Fonts

Serif Font Sans Serif Font

The Use of Fonts

1. Don’t use more than 2 fonts in your piece• Try sticking to different fonts within one typeface,

or one font for text and one for headings• Avoid typefaces that are similar in appearance

(style, size, and weight)• Each variation in type slows the reader down

2. Use fonts that match the image of your piece

The Use of Fonts

• Example of a fun font

• Example of a corporate font

COLOUR

The Use of Colour

1. Keep your colour scheme simple

2. Colours convey messages & emotions

3. Try not to use more than 2-4 colours in a piece

4. Use the same color palette throughout pieces

5. Be considerate of different cultures

The Use of Colour

• Aggressive, assertive, intense, strong, vitality, life-sustaining, passionate, courageous, insightful

Warm, cautious, hazardous, energetic, fun, cheeriness, warm, cozy, exuberance

Tropical, healing, Illuminated, discovering, positivity, cowardice

red orange yellow

The Use of Colour

Royalty, spirituality, dignity, mystery sophistication, costliness

Authority, corporate dignity, security, faithfulness, trust, reliability, belonging, coolness

Environmental, motion, mobility, wealth, natural, tranquility, health, freshness

purple blue green

The Use of Colour

Cleanliness, purity, youth, truthfulness, simplicity, innocence

Somber, natural, authentic, utility, earthiness, woodiness, subtle richness

Formal, rich, elegant, serious, distinctiveness, boldness, authority

white brown black

The Use of Colour

Color can be used to: • Highlight important elements such as headlines

and subheads• Attract the eye• Signal the reader where to look first• Create an image or a mood• Tie a layout together• Organize• Group elements together or isolate them• Provoke emotion

The Use of Colour

NOTE: If you already have an established colour

palette keep it. Consistency is a great tool in

effectiveness. Your audience will have a better

chance of remembering something if they have

seen it once before

IMAGERY

The Use of Imagery

1. More people look at images than read copy

2. Make your photograph or illustration a larger focus whenever possible (i.e. half your ad)

3. Choose visuals that share a similar color, theme, shape or style

4. Crop an image in an unusual way

The Use of Imagery

Original Revised

The Use of Imagery

The Use of Imagery

The Use of Imagery

Original Cropped

#3 - Management

• Be consistent!• Follow your guidelines• Maintain quality• Review strategies• Review target market • Train employees• Hire a Professional

#4 - Measurement

• CONSISTENCY!• Reassess guidelines• Constantly reevaluate• Keep focused• Customer response • Hire a Professional

• Research!• Reassess Markets• Reassess Competition• Ask Questions• Make changes if needed

Rebranding

Good reasons to consider rebranding are:

• the brand has eroded through new or more aggressive competition• the brand has become ‘locked in time’ with consumers ageing fast• there’s a significant new market opportunity that needs to be addressed

But be careful…

Does Your Brand Have Trust?

Trust is fundamental because brands are about strongemotional bonds with customers. They give customers

adegree of certainty that the product or service boughtthis week will be the same as it was the previous week.

Don’t do anything that undermines the ‘trustingrelationship’and you run the real risk of damaging The business.

IT CAN MAKE OR BREAK YOUR BUSINESS INSTANTLY!

Rebranding is a high-risk strategybut with the right mix of expertise,sensitivity, insight and, above all,clear thinking it can deliver stunning results.

What a Rebrand Can Do For You

• Strengthen trust and build new relationships• Enable you to leave behind old reputations, dry lifeless designs qnd poor customer

relations• Engergize the face behind the brand• Make a company more appealing to

customers and employees• Create new focus and excitement or BUZZ!

Rebrand on a Solid Foundation

Rebranding isn’t just about giving an existingproduct or service a new name, new logo,devising a trendy slogan or changing colours and expecting the sales to roll in.

It’s about looking at every facet of anorganization or company, whether you’re big orsmall, have a niche market with a handful ofemployees or managing a ‘mega brand’within aglobal corporation.

Conclusion

Having a strong brand meanshaving a clearly identifiablepresence in the marketplacethat offers a unique EXPERIENCEto your target market.

GET NOTICED!

Questions?