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WHAT WE WILL COVER & WHAT ACTIONS/ INSIGHTS YOU’LL LEAVE WITH
WHO/ FEEL: Gain an understanding of your brand from your customers
perspective and how brand affects your customer experience
1 WHAT: Understand that brand is not just a logo, and how the meaning
has changed over time- and what it means for your business today
2
3
DO: Learn how to create a simple, start-up brand kit right now!4
HOW: Understand how to create a consistent and professional brand
that grows as your business does
Think about brand in these parts of the canvas
© Global Sisters 2018
All these words are associated with brand, but what is a brand exactly? And
why is it important to you right now?
It was enough to have a product and say ‘Here,
come and buy this!’
It was enough to saw ‘My product is different to
that other product, buy this!’. It solved a problem,
and had something different to its competitor.
Tag lines, and emotive branding became the
brand too. It became more clear that you were
buying more than the product when you bought
from a particular brand.
Lets look at any example of ‘the why’ and how it is communicated through
the Alyssum Alchemy brand
…
…
…
Brand visual identity changes over time… but customer experience & values
stay the same
Oobi- Part 1
Fly By Fun- Part 2
As a group, discuss:
1. How did the Oobi brand connect people? What kinds of interaction did
they have?
2. At Fly By Fun, Isobel talks about the experience customers have with the
brand. What examples of touch points does she give?
3. How do you think you would build a community with the people that
interact and use your brand?
“To build a brand, you need to build relationships with people – it is all about
the community ‘around’ your brand!”
What do you think the visual
part of your brand could
include?
The non-visual part of your
brand (your customer
experience) is any touch-
point with your customer.
What do you think that
could include?
Which of these words
around the circle resonate
with you and what you want
for your brand?
What would YOU like to
add for your brand?
VISUAL
IDENTITY
+
CUSTOMER
EXPERIENCE
Just like when you invite someone into your home…
1. 1. What do you want visitors
to see when they arrive?
2. 2. What do you want them
to feel?
3. 3. What do you want to
share with them?
1. Describe your brand in 10
words?
3. What do you want to share
with people connecting with
your brand?
2. What do you want people
to feel like when they use your
brand?
Helpful, socially conscious, vibrant, soul-
filled, artisan, delicious, inviting,
welcoming, like home.
We want people to feel like they have
learned about our culture and hospitality,
and our culture feels like it has a home
too. A place that creates change and
opportunity.
We want to feed them, and for them to
feel inspired to help, know more or to
tell someone else about the great work
we do here. They know our values and
what we stand for when they leave.
Take 5 minutes to consider your answers &
write them down
Question1. What do you want customers to see when they
visit ‘your home’?
Question 2. How does it make them feel?
Question 3. What do you want to share with them?
First, we will
use words,
and then we
will use
pictures!
Can you see some themes in your answers?
THIS IS YOUR BRAND IDENTITY EMERGING!
Pinterest
Magazines
Canva
Do you remember
the customer
profile you
created in
Session 2?
ACTIVITY: Over 15 minutes, think about your customer and find
pictures that reflect your customer personality and that match with
your brand vision.
USE:
Make sure you consider your customer, not just promoting your
product. It’s about them, not you!
Think back to Session 3. Get Set Up
Lets briefly check in on these questions:
a) What branding collateral did you identify in Session 3? Do you need
to revise that now?
b) Have the social media platforms that you considered in Session 3 still
apply to your business idea now?
c) Are you closer to a business name?
d) How would that look at a Black & White Font Based logo?’
Spend 5 minutes working on your canvas to answer these questions.
• Consider using a text only logo to get started.
• Avoid using unattractive clip art
• Don’t make your logo overly complex, or use too many colours
• If its in colour, make sure it looks good in black and white
• Make sure it is easy to read and understand!
BLACK & WHITE LOGO EXAMPLES
SIMPLICITY OVER COMPLEXITY
Do you think these brands
know their customer?
Do you think it is easy to
understand what they do
when you look at their
logos?
DESIGN IS AN ONGOING TASK…
Activity: Lets work together to create a simple brand for a
sample (made-up!) business. This will walk you through the steps
so you can do this at home for your own business.
The business name is ‘Wildflower’ and it creates unique, native
& wild growing bunches and floral installations for customers
who want high end, artistic flowers in their shop, restaurant or
event.
We’ll now spend 30 minutes in Canva creating this brand.
.
STEP 1. REGISTER OR LOGIN
STEP 2. CREATE YOUR
BRAND TEMPLATE IN A4
STEP 3. BRAND IMAGES
STEP 4. BRAND COLOURS
Option 1. Design Seeds
Option 2. Canva Colour Palette Generator
STEP 5. CREATE YOUR LOGO & FONTS
STEP 6. FINALISE YOUR BRAND SHEET
Group Discussion
How is the Oobi brand used across different digital
platforms like the website and Instagram? Is it
consistent?
Note: we will re-visit this again for YOUR brand in
Session 7, Get the Word Out.
Activity: Use the Branding with Canva handout & video during the week to
create your own brand sheet.
Don’t worry if you don’t have everything perfect,
this is about introducing you to Canva, and getting a simple, professional
brand to get started with. Remember, brands evolve and change over time-
this is just the start. Be curious and experiment with some ideas!
If you need some extra support please book in a time with your Accelerator
Lead.
Penny is a Sister in the Hume
region of Victoria. She had never
used Canva previously and this is
the brand she created for her
business.
She created her brand colours &
fonts, a logo, social media
headers & images, business cards
and her brand sheet!
If you want to hire a graphic designer to help you develop your brand, these
are some of the questions they will ask:
❑ What feeling or message do you want your logo to convey?
❑ Do you have any specific images or design in mind for your logo?
❑ Do you have any colour preferences, or existing brand colours?
❑ Do you have a particular font you wish to use?
❑ Do you have a tag line? If so, would you like it incorporated into your logo?
❑ Who are your main competitors? (Please include website url's if possible)
❑ What logos appeal to you or give you inspiration and why?
❑ What’s your preferred deadline or exact date of completion?
❑ What's your project budget?
How many questions can you answer after this session? How many can you
answer after the work you’ll do on Canva this week?
ACCELERATOR LEAD SUPPORT
ACCESS TO VIDEO TUTORIALS
THE CANVA PRINTING OFFER WHEN
YOUR BRAND IS READY!
POST SISTER SCHOOL MEET UPS
Remember to
share your brand
in our Facebook
group
Session 4 - Create My Brand

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Session 4 - Create My Brand

  • 1.
  • 2. WHAT WE WILL COVER & WHAT ACTIONS/ INSIGHTS YOU’LL LEAVE WITH WHO/ FEEL: Gain an understanding of your brand from your customers perspective and how brand affects your customer experience 1 WHAT: Understand that brand is not just a logo, and how the meaning has changed over time- and what it means for your business today 2 3 DO: Learn how to create a simple, start-up brand kit right now!4 HOW: Understand how to create a consistent and professional brand that grows as your business does
  • 3. Think about brand in these parts of the canvas © Global Sisters 2018
  • 4. All these words are associated with brand, but what is a brand exactly? And why is it important to you right now?
  • 5. It was enough to have a product and say ‘Here, come and buy this!’ It was enough to saw ‘My product is different to that other product, buy this!’. It solved a problem, and had something different to its competitor. Tag lines, and emotive branding became the brand too. It became more clear that you were buying more than the product when you bought from a particular brand.
  • 6. Lets look at any example of ‘the why’ and how it is communicated through the Alyssum Alchemy brand
  • 7.
  • 8.
  • 9. … Brand visual identity changes over time… but customer experience & values stay the same
  • 10. Oobi- Part 1 Fly By Fun- Part 2
  • 11. As a group, discuss: 1. How did the Oobi brand connect people? What kinds of interaction did they have? 2. At Fly By Fun, Isobel talks about the experience customers have with the brand. What examples of touch points does she give? 3. How do you think you would build a community with the people that interact and use your brand? “To build a brand, you need to build relationships with people – it is all about the community ‘around’ your brand!”
  • 12. What do you think the visual part of your brand could include? The non-visual part of your brand (your customer experience) is any touch- point with your customer. What do you think that could include? Which of these words around the circle resonate with you and what you want for your brand? What would YOU like to add for your brand? VISUAL IDENTITY + CUSTOMER EXPERIENCE
  • 13. Just like when you invite someone into your home… 1. 1. What do you want visitors to see when they arrive? 2. 2. What do you want them to feel? 3. 3. What do you want to share with them?
  • 14. 1. Describe your brand in 10 words? 3. What do you want to share with people connecting with your brand? 2. What do you want people to feel like when they use your brand? Helpful, socially conscious, vibrant, soul- filled, artisan, delicious, inviting, welcoming, like home. We want people to feel like they have learned about our culture and hospitality, and our culture feels like it has a home too. A place that creates change and opportunity. We want to feed them, and for them to feel inspired to help, know more or to tell someone else about the great work we do here. They know our values and what we stand for when they leave.
  • 15. Take 5 minutes to consider your answers & write them down Question1. What do you want customers to see when they visit ‘your home’? Question 2. How does it make them feel? Question 3. What do you want to share with them? First, we will use words, and then we will use pictures! Can you see some themes in your answers? THIS IS YOUR BRAND IDENTITY EMERGING!
  • 16. Pinterest Magazines Canva Do you remember the customer profile you created in Session 2? ACTIVITY: Over 15 minutes, think about your customer and find pictures that reflect your customer personality and that match with your brand vision. USE:
  • 17. Make sure you consider your customer, not just promoting your product. It’s about them, not you!
  • 18. Think back to Session 3. Get Set Up Lets briefly check in on these questions: a) What branding collateral did you identify in Session 3? Do you need to revise that now? b) Have the social media platforms that you considered in Session 3 still apply to your business idea now? c) Are you closer to a business name? d) How would that look at a Black & White Font Based logo?’ Spend 5 minutes working on your canvas to answer these questions.
  • 19. • Consider using a text only logo to get started. • Avoid using unattractive clip art • Don’t make your logo overly complex, or use too many colours • If its in colour, make sure it looks good in black and white • Make sure it is easy to read and understand!
  • 20. BLACK & WHITE LOGO EXAMPLES
  • 21. SIMPLICITY OVER COMPLEXITY Do you think these brands know their customer? Do you think it is easy to understand what they do when you look at their logos?
  • 22. DESIGN IS AN ONGOING TASK…
  • 23. Activity: Lets work together to create a simple brand for a sample (made-up!) business. This will walk you through the steps so you can do this at home for your own business. The business name is ‘Wildflower’ and it creates unique, native & wild growing bunches and floral installations for customers who want high end, artistic flowers in their shop, restaurant or event. We’ll now spend 30 minutes in Canva creating this brand. .
  • 24. STEP 1. REGISTER OR LOGIN
  • 25. STEP 2. CREATE YOUR BRAND TEMPLATE IN A4 STEP 3. BRAND IMAGES
  • 26. STEP 4. BRAND COLOURS Option 1. Design Seeds Option 2. Canva Colour Palette Generator
  • 27.
  • 28. STEP 5. CREATE YOUR LOGO & FONTS
  • 29. STEP 6. FINALISE YOUR BRAND SHEET
  • 30. Group Discussion How is the Oobi brand used across different digital platforms like the website and Instagram? Is it consistent? Note: we will re-visit this again for YOUR brand in Session 7, Get the Word Out.
  • 31. Activity: Use the Branding with Canva handout & video during the week to create your own brand sheet. Don’t worry if you don’t have everything perfect, this is about introducing you to Canva, and getting a simple, professional brand to get started with. Remember, brands evolve and change over time- this is just the start. Be curious and experiment with some ideas! If you need some extra support please book in a time with your Accelerator Lead.
  • 32. Penny is a Sister in the Hume region of Victoria. She had never used Canva previously and this is the brand she created for her business. She created her brand colours & fonts, a logo, social media headers & images, business cards and her brand sheet!
  • 33. If you want to hire a graphic designer to help you develop your brand, these are some of the questions they will ask: ❑ What feeling or message do you want your logo to convey? ❑ Do you have any specific images or design in mind for your logo? ❑ Do you have any colour preferences, or existing brand colours? ❑ Do you have a particular font you wish to use? ❑ Do you have a tag line? If so, would you like it incorporated into your logo? ❑ Who are your main competitors? (Please include website url's if possible) ❑ What logos appeal to you or give you inspiration and why? ❑ What’s your preferred deadline or exact date of completion? ❑ What's your project budget? How many questions can you answer after this session? How many can you answer after the work you’ll do on Canva this week?
  • 34. ACCELERATOR LEAD SUPPORT ACCESS TO VIDEO TUTORIALS THE CANVA PRINTING OFFER WHEN YOUR BRAND IS READY! POST SISTER SCHOOL MEET UPS Remember to share your brand in our Facebook group