This document discusses branding and how to develop an effective brand. It defines a brand as a name, symbol or design that identifies a seller's goods/services. A good brand evokes emotions that appeal to the target market. Logos of top brands often don't picture the product but represent feelings. Developing the right brand elements like colors, shapes, textures and customer service experience is important. Elements chosen should appeal to the target market and differentiate the brand from competitors. The brand must be clear, different and trustworthy. It may need revising if the market or business changes significantly.

1. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia –
free for personal use
only; no part of this
document may be
reproduced or used for
other purposes without
prior permission of the
author or CDF
BRAND brand bRaNd
Who are you?

2. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 We often hear the term ‘Branding’ but what really does
it mean? Is it the LOGO, is it the advertising jingle, is it
a slogan or a Mission and Vision statement? Well, it is
really ALL these things and more, so lets take a look:
SOME DEFINITIONS
 A brand is a
 "Name, term, design, symbol, or any other feature that
identifies one seller's good or service as distinct from
those of other sellers." https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B
 See also: The MASB Common Language Project.
http://www.themasb.org/common-language-project/
http://en.wikipedia.org/wiki/Brand

3. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 A brand is a
 “A brand is a customer experience represented by a
collection of images and ideas;
 often, it refers to a symbol such as a name, logo,
slogan, and design scheme.
 Brand recognition and other reactions are created by
the accumulation of experiences with the specific
product or service, both directly relating to its use, and
through the influence of advertising, design, and media
commentary”
 https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B&dL
etter=B

4. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 A brand name is very important, not only does it need to be
memorable, it should capture the emotion and reflect the
image and value of your business, your Customer Value
Proposition, but it should also be ‘unique’
 BEFORE you go investing money and time in creating all your
brand paraphernalia, make sure the name you have chosen is
available and not already registered in the country(ies) you will
be operating in – especially if that name already belongs to a
strong brand.
 Register your COMPANY NAME
 Register any TRADEMARKS or BRAND NAMES
 You can now search online for names
 http://www.rocip.gov.lc/stlucia/default.aspx?UR=https://www.google.com/

5. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Ok, so you have a great product, but what should you
call it?
 Let’s think again about some iconic brands
Apple Steve Jobbs had just come back from an apple farm,
and thought the name sounded “fun, spirited and not intimidating”
Microsoft a combination of ‘microcomputer’ and ‘software’
Nike The Greek Goddess of Victory
Coca-Cola The drink originally contained coca plant extract and it
was a ‘cola’ – they felt the two Cs would look good in display
Toyota was founded by the Toyoda family: "Toyoda" uses 10 Japanese
strokes to write while "Toyota" only 8, a number considered lucky in
Japanese culture, so "Toyota" became the company's name.

6. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Target their team debated more than 200 possible names but the
final name was chosen because “As a marksman's goal is to hit the
center bulls-eye, the new store would do much the same in terms of
retail goods, services, commitment to the community, price, value and
overall experience” https://corporate.target.com/about/history/Target-through-the-years
Macy’s Originally R. H. Macy & Co. was a long-established store; the
name was stylized as Macy's – more catchy to the eye and ear.
Louis Vuitton Wikipedia says, “When Napoleon assumed the title of
Emperor of the French in 1852, his wife hired Louis Vuitton as her
personal box-maker and packer. This provided a gateway for Vuitton to
a class of elite and royal clientele.” He was famous, his name was
famous, therefore calling his business and products after himself made
them instantly recognizable, valuable and desirable.

7. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 BRAND: "Name, term, design, symbol, or any other feature
that identifies one seller's good or service as distinct from
those of other sellers." https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B
What do you
notice about
all of these
‘brand
symbols or
logos?

8. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Only a few of
the famous
brand symbols –
logos – show a
picture of what
the product is!

9. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 None of the MOST famous brand symbols – logos –
show a picture of what the product is
 A good logo EVOKES EMOTIONS or gives a FEELING
 The question you need to answer before you design a
logo is:
 What are the EMOTIONS and FEELINGS that will
make my customer want to buy my product
 Once you have identified that, you can then ask –
what SYMBOL can I use that will represent this well?

10. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 From your market research and developing your value
proposition you can find out:
 Who your target market is
 What feelings and emotions your product evokes in
people – and what benefits will make them BUY it
 What colours people associate with this feeling – note
this will vary according to cultures and markets, so go with
your main market
 What type of shapes and fonts (typefaces) evoke the
same feelings

11. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 From your colours, typefaces and shapes that are associated
with the feelings your product evokes, combined with
understanding your target market’s tastes, you can develop
 Brand Colours
 Logo
 And variations – eg vertical and horizontal, with words,
without…
 Additional brand elements
 Complimentary colours to form backgrounds in various uses –
shops, displays, web…
 Set of typefaces for all company uses
 Graphic elements – shapes, textures, image types that
compliment your brand

12. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 Beyond the LOGO and Brand Colours
 First a ‘tagline’ is very useful – a short phrase that people
remember – eg ‘the quicker picker upper’ ‘Sa nou menm’
 But this often comes after you have considered some other
key elements of your brand such as
 What the key elements of your customer service will be
• Will you customize?
• Will you deliver?
• Will you guarantee
quality?
• Are you always on trend?
• Are you classic and
traditional?
• Nationalistic?

13. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 Be Clear –
 This is your first priority: Clever / Catchy are great, but only if
you are first clear
 Be Different
 We can’t all be better, but we all need to be different in
some way
even if you make the exact same item as someone else,
there is something in your brand that you can
differentiate yourself with
 Be Sure
 Don’t say you are something you are not or that you aren’t
sure you can deliver on
Focused branding may seem like cutting out potential market
share, but in reality being sure who your market is, helps
your core tribe to find you and belong with you

14. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
www.ducttapemarketing.com says
 Branding is the art of becoming
Knowable (easily recognizable & CLEAR)
Likable (you click with the emotions in your
specific way - DIFFERENT )
Trustable (you live up to your brand - SURE)
 Take the time to create the RIGHT branding,
ESTABLISH it thoroughly and make sure you
STAY WITH IT!...

15. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
When and why should you re-brand?
The only thing that is constant is change
While you should expect to stay with your brand for a
very long time, there are circumstances that warrant a
rebrand as things are constantly changing
If the market has changed significantly
Eg the market demands you are Eco friendly or
socially conscious

16. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
When and why should you re-brand?
The only thing that is constant is change
If your business has changed significantly
Eg you are launching a new eco-socially conscious
product or have merged with, taken over another
business/ restructured
If you started without a really professional
brand
Eg you have expanded and now need to have a more
professional image – this may be a full re-brand or
developing new elements such as improved
packaging, full colour sets, typesets etc

17. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
When and why should you re-brand?
The only thing that is constant is change
You are entering a market that has a different
culture
Your colours may be wrong, name may mean
something else…packaging may need to be
recyclable etc
Competition has become too tight and you
need to stand out more
Generally any good product will eventually have
competitors, you may need to create a new brand
to establish your uniqueness

18. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia –
free for personal use
only; no part of this
document may be
reproduced or used for
other purposes without
prior permission of the
author or CDF
COLOUR
A powerful tool
We not only learn spoken and written language
we also learn visual languages

19. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 We all have ‘favourite’ colours – early on in life, as young kids, we
develop preferences for certain colours; some of these are very
personal, some are from more general societal and cultural
associations. PINK for girls, BLUE for boys, is one we are all
familiar with
 So the colours you use in your BRAND LOGO and SYMBOLS and all
your branding elements are very important and MUST speak clearly
to your TARGET MARKET in the EMOTIONAL way you have
determined will be MOST LIKELY TO DEVELOP in them a BRAND
LOYALTY

20. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Pink
Purple
Dark Blue
Light Blue
What do the following colours bring to mind for you?
Dark Green
Light Green
Yellow
Orange

21. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
What do the following colours bring to mind for you?
Red
Gold
Silver
White
Black
Gray
Brown

22. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
http://collectiveindustries.co.uk/8998/branding-colour-psychology/

23. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
http://visual.ly/what-colors-mean-different-cultures

24. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Another visual language is that of and shapes
What do these bring to mind?

25. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
When we combine SHAPE and COLOUR
SO much can change and even more if we just flip the shapes

26. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
LINE is another visual language tool
Consider how these make you feel
What do you think each one could be used to represent?

27. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Using this language can create a message – lets see if this
logo design and associated elements speak your language
What do these shapes and colours bring to mind?
http://www.firedog.co.uk/thinking-space/news-opinions/creativity/going-viral-with-the-society-of-general-microbiology/

28. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
What do these shapes and colours bring to mind?
Did they make you think of
nature?
Did you see the ‘M’
Bugs?

29. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
TOSCA
Textures can also evoke feelings and create an image in a
customer’s mind – What do each of these say to you?
http://depositphotos.com/
http://www.dafont.com/tosca-zero.font

30. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Caution should be exercised
 when incorporating textures into logos in particular as
when reduced to business card size, some printing
methods will not be able to reproduce the details

31. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Think of what these textures make you feel?
What do they say?

32. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Think of what these textures make you feel?
What do they say?

33. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
The combination of shape, colour and texture combinations also
sends strong messages
The 3 examples below all create different feelings in the people
who see them

34. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 Elements that fit the emotions and market sector
you are targeting
 COLOURS
 SHAPES
 LINES
 TEXTURES
 WORDS
 CUSTOMER SERVICE
 COMMUNICATIONS