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Course COM2155:

Course COM2155:. Design – Brand Identity. Identity. 1. Explain the differences between brand and brand identity. The Differences. Brand . Brand Identity. A type of product manufactured by a company under a particular name. The visual aspects that form part of the overall brand.

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Course COM2155:

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  1. Course COM2155: Design – Brand Identity

  2. Identity

  3. 1. Explain the differences between brand and brand identity. The Differences Brand Brand Identity A type of product manufactured by a company under a particular name. The visual aspects that form part of the overall brand.

  4. 2. Describe a brands primary functions Primary Functions: Navigation: The process or activity of accurately ascertaining one's position and planning and following a route. Engagement: “Experiential marketing” A marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand. The first one is what you expect and your engaged in that one but once you order it you get the second one and not very happy with it. Reassurance: A statement or comment that removes someone's doubts or fears

  5. 3. Examine the process used to established branding, When to Conduct Brand Research: • There are five discrete moments in the life of a company when the new knowledge obtained from brand research provides competitive advantage. • o New company. New brand. • o Existing company. Brand elasticity. • o Merging companies. Brand architecture. • o Managing companies. Managing brands. • o Revitalizing companies. Rejuvenation brands.

  6. 3. Examine the process used to established branding, Developing a Strategy: • 1.Go for quantity. • •Nine of ten names generated fail to get through an availability screening. • 2.Look within. • •Sometimes good naming is more common sense then courage. • 3.Remember the less is usually more. • 4.Embrace emotion. • •Reason alone does not a great name make. • 5.Don’t be overly obvious.

  7. 3. Examine the process used to established branding, Strategy: • 1. Define your brand. • 2. Your brand is your business model. • 3. Consistency, consistency, consistency. • 4. Start from the inside out. • 5. Connect on the emotional level. • 6. Empower brand champions. • 7. Stay relevant and flexible. • 8. Align tactics with strategy. • 9. Measure the effectiveness. • 10. Cultivate your community. • 11. Keep your enemies closer. • 12. Practice brand strategy thinking.

  8. 3. Examine the process used to established branding, Managing Assets: • Asset management, broadly defined, refers to any system whereby things that are of value to an entity or group are monitored and maintained.

  9. 3. Examine the process used to established branding, TouchPoints Touchpoint is the interface of a product, a service or a brand

  10. Touchpoints With these touchpoints you can choose who your targeting in the media. For example if your wanting to sell a game you wouldn’t post an ad on car website you would post it on a site that would have something to do with games like YouTube or Facebook. Variety of Touchpoints: You could also tell people about other peoples experiences with the product helping you sell the product when people see real people saying they like the product make the viewers want it and trust it.

  11. 3. Examine the process used to established branding, Creating Touchpoints: • 1) Website • 2) Social media • 3) Webinars and Teleclasses • 4) Customer service • 5) Press releases • 6) Email marketing • 7) Online advertising • 8) Invoices

  12. 5. Create A Brand

  13. The Brand/Campaign • Don’t Do Drugs, “Triple D”

  14. Target Audiences • Teenagers (13-18)

  15. Mission and vision • To tell teenagers the dangers of drugs and to lower teen deaths due to drugs.

  16. Brief Outline • With the DDD campaign we are trying to target teenagers that are experimenting with drugs, we will show them the amounts of deaths due to certain drugs. Also we will show them how drugs can ruin your life and future.

  17. Name and Tag Line • Triple D or DDD, Don’t Do Drugs.

  18. Characters in Brand Identity: • With the characters in brands it gives people something to get in to and to draw them in. It also makes it so you remember the brand by their characters. For example A&Ws has the family which makes people remember their name and their burgers.

  19. 5.8 Evaluate and Critique

  20. Vision People: Great place to work where people are inspired to be the best they can be. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization.

  21. Meaning When launched Coca-Cola's two key ingredients were cocaine and caffeine. The cocaine was derived from the coca leaf and the caffeine from kola nut, leading to the name Coca-Cola (the "K" in Kola was replaced with a "C" for marketing purposes).

  22. Authenticity There are lots of products make by Coca-Cola which are worth a lot of money.

  23. Longevity This Company has been around for 125 years. On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola® syrup to Jacobs’ Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass.

  24. Flexibility Coca-Cola and PepsiCo: $20 Billion for Distribution Flexibility 20 X

  25. Commitment(To environment) Our community water programs are designed to support healthy watersheds and sustainable programs to balance the water used throughout our production process. Learn about our wide range of locally relevant initiatives and download our community water partnership reports. http://www.thecoca-colacompany.com/citizenship/environment.html

  26. Value Live Our Values Our values serve as a compass for our actions and describe how we behave in the world. •Leadership: The courage to shape a better future •Collaboration: Leverage collective genius •Integrity: Be real •Accountability: If it is to be, it's up to me •Passion: Committed in heart and mind •Diversity: As inclusive as our brands •Quality: What we do, we do well

  27. Sustainability

  28. 6. Manage Branding Assets

  29. Appropriate logo use • Visual Style: • Color Palette: What feeling do you want to evoke from the viewer of your web page? Is the first thing you should think about. Green and blue may have a calming affect. You should have at least two colors for your logo – one primary and one secondary. Primary color should always be dominant the secondary will compliment the primary color. • Typography: It is the personality on the paper, it is a type of image, it has power, a way of communication, very important. The words should always be readable. If your business is professional then you should stay with the Roman fonts since they are sophisticated. For a fun business you can use a fun font to show you are fun. • Tone of voice: The quality of a person's voice are made of the pitch, characteristics and volume of the voice. The way the words are delivered and the manner are speaking also make up the tone. If your tone is clear, strong and full of exuberance, they may think you're confident but if you speak with haltingly or at a low volume may be considered weak, timid or afraid. • Tagline: “Doing drugs ruins brain cells, Who wants that?”

  30. 6.2-Create min 4 touch points Website Business Card Favicon Letterhead

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