1. Building a Corporate Brand
Your Brand

2. Building a Corporate Brand
Acme Widgets Examples
•Innovative design
•Modern approach
•Trustworthy service
•Financially sound
Your Brand

3. Building a Corporate Brand
Elements of a Strong Brand Name/Slogan
•True to the product
•Recognizable, different, and unique
•Sustainable and durable
•Flexible
•Something that your company can commit to
•Something that generates value for the company
Brand Names and Slogans

4. Want In A Name
• Memorable and noticeable
• Speaks about your product
or service
• Engages customers
• Unique
• Appropriate and inoffensive
Don’t Want In a Name
• Something that is boring
and not distinctive
• Something that is hard to
pronounce or remember
• Something that might have
negative connotations
• Inside jokes
Building a Corporate Brand
Brand Names and Slogans

5. Building a Corporate Brand
• So where do you start?
• We suggest brainstorming words and
short phrases that describe your
product’s purpose.
• Try brainstorming a brand name for
our widget.
Brand Names and Slogans

6. Building a Corporate Brand
• “Slogan” comes from the Gaelic word sluagh-
ghairm, which means “battle cry.”
• You might also know a slogan as a motto,
tagline, mantra, or strapline.
• Not all products have a slogan, but a good one
can significantly add to your brand’s value
and give your brand bigger exposure.
Developing a Slogan

7. Building a Corporate Brand
Can you identify the companies or products
associated with these taglines?
•Just do it.
•Expect more. Pay less.
•All the news that’s fit to print.
•Das auto.
•Save money. Live better.
Developing a Slogan

8. Building a Corporate Brand
• A good slogan is short, punchy, appropriate,
and true to the product.
• Focus on words and short phrases that
describe your product’s purpose.
• Try brainstorming a slogan for our widget.
Developing a Slogan

9. Building a Corporate Brand
Creating a Visual Identity

10. Building a Corporate Brand
Creating a Visual Identity

11. Building a Corporate Brand
Creating a Visual Identity

12. Building a Corporate Brand
Creating a Visual Identity
Serif Fonts Sans-Serif Fonts Specialty Fonts

13. Building a Corporate Brand
Simple Pictorial Mark
Types of Visual Identities

14. Building a Corporate Brand
Letterform
Types of Visual Identities

15. Building a Corporate Brand
Wordmark
Types of Visual Identities

16. Building a Corporate Brand
Emblem
Types of Visual Identities