Branding

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How many of these can you name?

We have a lot of choices.

Brands need a way to stand out.

Branding: A marketing strategy that involves creating a name, symbol or

design that identifies and differentiates a product from other products

How do people tell one product or service from another?

Why care about branding?Branding…

1. Creates awareness and helps people learn about you

2. Improves your reputation and shapes what people think of you

3. Makes people remember you

4. Helps you stand out from the competition

5. Builds loyalty and keeps people coming back for more

Branding Defines:• Colors• Fonts• Voice/Tone• Words• Logos

• Symbols• Personality• Products• Imagery• Benefits

• Emotions• Reputation

Basic Branding Definitions• Products/Services: What is it that your company makes or

does?• Logo: What symbol represents your brand?• Colors & Fonts : Which colors and fonts do you consistently

use in your logo, marketing, advertising, etc…?• Tone + Voice: What is your brand’s personality? If they were a

person, how would they talk, dress, act.• Reputation: What people think of your brand.

Example: Both are sodas, but have very different branding

• Logo

• Products/Services: Soda

• Colors/Fonts: Red, white, and black

• Reputation: Classic, American, happiness, tradition, friendship, sharing

• Logo

• Products/Services: Soda

• Colors/Fonts: Green, red, and white

• Reputation: Extreme, cool, athletic, young, sports, new, refreshing

What Makes Great Branding?Simple: Not too complicated or confusing

Relevant: Connects with modern day audiences

Unique: Different from other brands

Consistent: Always sticks to the personality, colors, voice, and other traits you defined (if you keep changing people won’t be able to remember you!)

Questions to ask when creating your brand.

• How is my brand different from others?• Who do I want my brand to attract? • What is the biggest value I offer my

customers?• How do I want people to think of my brand?

Try it out. How should each of the following be defined for your company?

• Logo• Colors• Voice + Tone• Symbolism