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This workshop bridges practical, research and theoretical methods as a way to approach branding. We'll take a look at what makes an effective brand, inconsistencies according to its target audience ...

This workshop bridges practical, research and theoretical methods as a way to approach branding. We'll take a look at what makes an effective brand, inconsistencies according to its target audience and what happens when a group who thinks it's part of your core audience turns away from you. Branding can range from a website, logo, to the way people answer the phone, customer service, emails, etc. We'll do some analysis of bigger brands and smaller ones to understand how their symbolism affect public perception.

We'll also look at the design costs of starting up your individual company and some steps you can take to help the the designers you hire. In total, we will cover:

- Understanding your target market
- Competitive research
- Keywords and phrases for your product or company
- An exercise in dissecting some brands – a semiotics of branding if you will
- Cost, online applications, etc

You'll walk away with a more analytical view of the world, some real world costs for launching your project and a creative brief you can give to designers to help the process along.