The document discusses branding and the role of digital design. It defines branding as creating a unique image and reputation for a product, service, or person. Brands are developed through logos, colors, images and websites to build recognition. Personal branding on social media is also discussed. Digital design helps define brands through visual identity elements. The importance of branding is that it helps organizations stand out and connect with audiences.

1. Theme
Olivia Kinigson Digital Design
Branding

2. Objectives
Olivia Kinigson Digital Design
• What is branding?
• How are brands developed?
• Why is it important?
• What role does digital design play?

3. What is branding?
Olivia Kinigson Digital Design
• More than a symbol
• Creating expectations
• Building reputation
• Can represent a
product/service, company,
organization, or individual https://www.forbes.com/sites/larrylight/2020/03/30/five-phases-for-effective-brand-design/#419574c7227c

4. Olivia Kinigson Digital Design
Branding is the process of
creating a brand in order to
formulate a unique image with a
meaning behind it.

5. Olivia Kinigson Digital Design
A brand is the sum of associations
that a person has with a product,
service, organization, or person.

6. Olivia Kinigson Digital Design
Examples
• Service: Lyft
• Product: Sunny D
• Organization: AHA
Good brands have
recognition.
Source: Booksmart (2019) - Hulu
https://krcgtv.com/news/local/american-heart-association-advises-caution-during-covid-19-outbreaka https://movie-screencaps.com/juno-2007/

7. Olivia Kinigson Digital Design
Brand recognition is achieved
when the audience is readily
aware of the product, service,
organization, etc.
https://www.forbes.com/sites/janeclairehervey/2018/04/22/how-to-build-a-sustainable-supportive-community-around-your-work/#2cd1838f293d

8. Brand recognition
Olivia Kinigson Digital Design
• Important for brands w/
graphic logos (ex: Apple)
• Becomes a verb: “Google”
• More recognition = positive
attitudes about brand
https://www.nytimes.com/2020/01/28/technology/apple-iphone-sales-earnings.html
https://www.tandfonline.com/doi/abs/10.1080/13527266.2013.866593

9. Brand development
Olivia Kinigson Digital Design
Who develops a brand?
• Organization: creates
and strengthens brand
image
• Consumers/Members
• Media
• General population
https://www.forbes.com/sites/forbesagencycouncil/2020/02/05/why-big-agency-brands-still-invest-in-brand-
development/#5c337ee443dc

10. Good brands…
Olivia Kinigson Digital Design
• Understand who their organization is
• Capture the audience: simple logos capture
attention quickly
• Emotional resonance
• Are consistent + creative
https://techcrunch.com/2019/03/21/how-to-develop-a-brand-identity-system-like-intercom/
https://www.tandfonline.com/doi/abs/10.1080/13527266.2013.866593

11. Brand value
Olivia Kinigson Digital Design
• How much brand is worth
• Reputation-based
• Communication builds
relationships = greater
value
Good brand value attracts an audience.
https://content.sciendo.com/view/journals/stcb/5/19/article-p434.xml
https://www.teavaro.com/insane-marketing-middleware-helps-brand-value/

12. Branding vs. Logo
Olivia Kinigson Digital Design
A logo is…
• a graphic symbol
• a brand’s visual identity
• a way to distinguish +
reinforce the brand. https://www.forbes.com/sites/mikekappel/2019/01/09/the-logo-your-businesss-achilles-heel-or-strongest-
link/#5e4c3600146a

13. Contemporary branding
Olivia Kinigson Digital Design
• Personal branding as a
communication strategy
• Brand therapy – help develop
personal brand
• Digital design and branding
go hand-in-hand
https://eyeondesign.aiga.org/jessica-walshs-new-studio-is-a-lot-like-the-old-studio-with-a-few-exceptions/
https://www.tandfonline.com/doi/abs/10.1080/15332861.2013.859041
https://www.forbes.com/sites/forbescommunicationscouncil/2020/03/30/why-brand-new-freelancers-should-focus-on-quick-wins/#1a8f80163e80

14. Personal branding
Olivia Kinigson Digital Design
• Used to increase
professional opportunities
• 87% of Gen Z: online
personal branding important
for career
• LinkedIn, Twitter, YouTube
https://www.forbes.com/sites/williamarruda/2020/04/07/3-ways-to-build-a-stronger-personal-brand-on-social-media/#7a97af3a6647
https://apnews.com/Business%20Wire/bbb441eb770c4125ba44e7ab0819892d
https://www.tandfonline.com/doi/abs/10.1080/15332861.2013.859041
https://edu.gcfglobal.org/en/beginning-graphic-design/branding-and-identity/1/

15. Role of digital design
Olivia Kinigson Digital Design
• Logo: conveys brand identity
• Color palette + typography:
define brand
• Images: establish unique
identity
• Ex: website design
https://edu.gcfglobal.org/en/beginning-graphic-design/branding-and-identity/1/
https://edu.gcfglobal.org/en/beginning-graphic-design/branding-and-identity/1/
https://www.emerald.com/insight/content/doi/10.1108/14684520410531637/full/html

16. Why is branding important?
Olivia Kinigson Digital Design
• Relates to goals/success of organization
• Helps stand out
• Perception is key
• Connect with audience/consumers

17. Google Scholar References
Olivia Kinigson Digital Design
• Chen, C. 2013. Exploring Personal Branding on Youtube. Journal of Internet Commerce,
12(4): 332-347. (https://www.tandfonline.com/doi/abs/10.1080/15332861.2013.859041)
• Grinsven, B.V. and E. Das. 2014. Logo design in marketing communication: Brand logo
complexity moderates exposure effects on brand recognition and brand attitude. Journal of
Marketing Communications, 22(3): 256-270.
(https://www.tandfonline.com/doi/abs/10.1080/13527266.2013.866593)
• Lhotàkovà, M. 2010. The Growing Brand Equity and Brand Value – The Learnings from
Most Valuable Brands. Studia Commercialia Bratislavensia, 5(19): 434-448.
(https://content.sciendo.com/view/journals/stcb/5/19/article-p434.xml)
• Rowley, J. 2004. Online branding. Online Information Review, 28(2): 131-138.
(https://www.emerald.com/insight/content/doi/10.1108/14684520410531637/full/html)

18. Other references
Olivia Kinigson Digital Design
• https://techcrunch.com/2019/03/21/how-to-develop-a-brand-identity-system-like-intercom/
• https://eyeondesign.aiga.org/jessica-walshs-new-studio-is-a-lot-like-the-old-studio-with-a-
few-exceptions/
• https://apnews.com/Business%20Wire/bbb441eb770c4125ba44e7ab0819892d
• https://www.forbes.com/sites/williamarruda/2020/04/07/3-ways-to-build-a-stronger-
personal-brand-on-social-media/#7a97af3a6647
• https://edu.gcfglobal.org/en/beginning-graphic-design/branding-and-identity/1/