The Brandcast branding workshop focuses on defining a brand by its emotional implications rather than functionalities, using examples to illustrate concepts like company personality and visual identity. Participants will engage in brainstorming to identify brand descriptors and generate keywords that reflect the desired brand image. Next steps include organizing keywords, creating mood boards, and designing visual identities based on those findings.

1. BRANDCAST BRANDING WORKSHOP
Welcome!
Let’s brainstorm.

2. TO BEGIN AT THE BEGINNING
What is a Brand?
“...not what a product does, but what it means.”
2
Example: iPhone vs Amazon Phone
The personality of a company
2Example: Harley Davidson is an outlaw
What people think and feel about a company
2
Example: Volvo = safety

3. MARKS CREATE FEELINGS
Visual Meanings
Tall Wide

4. MARKS CREATE FEELINGS
Visual Meanings
What else? What else?

5. MARKS CREATE FEELINGS
Visual Meanings
Upstanding Relaxed

6. MARKS CREATE FEELINGS
Visual Meanings

7. MARKS CREATE FEELINGS
Visual Meanings
Regular Random
Progressive Chaotic

8. EXPRESSION OF THE BRAND
Visual Identity
Basics

10. TRADEMARKS + WORDMARKS
Ideal marks
are a visual shorthand
2
Example: Twitter bird
tell the brand story
2Example: Bank of America logo
have at least two references
2
Example: International Paper logo

11. TRADEMARKS + WORDMARKS
Kinds of marks
2symbol or icon
2monogram
2wordmark
2mutable
2combination of any of the above

12. HERE COMES A QUIZ...
What kind of mark is it?
2symbol
2monogram
2wordmark
2mutable
2combo

29. IN THE BEGINNING THERE WAS THE WORD
Brainstorming
Session
2identify our current brand descriptors
2generate our future brand keywords
2generate some ideal endorsements

30. Words to get you started
2 Powerful
2 Subdued
2 Bright
2Systematic
2 Progressive
2 Best-in-class
2 Ordinary
2 Cutting-edge
2 Trusted
2 Dependable
2 Fun
2 Serious
2 Mysterious
2 Relatable
2 Surprising
2 Dependable
2 Traditional
2 Progressive
2 Calm
2 Energetic
2 Cheeky
2 Respectful
2 Reserved
2 Welcoming
2 Exclusive
2 Approachable
2 Technical
2 Intuitive
2 Subtle
2 Vibrant
2 Vintage
2 Modern
2 Complex
2 Simple
2 Pessimistic
2 Optimistic
2 Niche
2 Mass-Market
2 Custom-crafted
2 Standardized
2 Free
2 Secure
2 Brash
2 Humble
2 Rigorous
2 Effortless
2 Practical
2 Imaginative
2 Multi-faceted
2 Professional
2 Playful
2 Analytical
2 Emotional
2 Experimental
2 Conventional
2 Big
2 Small
2 Bold
2 Quiet

31. Just
what
I need. Easy,
quick,
fun!
Very
powerful.
Totally
worth it!
Better than
anything.
I wish I’d
used it
sooner.

32. BRANDCAST BRANDING WORKSHOP
Next steps...
2organizing + grouping keywords
2generating mood boards based on keywords
2designing visual identity based on mood boards
2presentation + discussion of the above

33. BRANDCAST BRANDING WORKSHOP
Thx!
See you next week.