Mentorship is given by Paul periodically to students of The Alacrity Foundation, a charity who provide recent graduates with practical business training to 
launch a new generation of technology companies. This presentation finishes aiding in the first stage of the naming of their new companies and a workshop follows to teach lateral and creative thinking for intuitive brand names.

1. Branding
Paul Bailey
A crash course in branding, what it is, how its achieved and evolved over time.
Mentorship is given by Paul periodically to students of The Alacrity Foundation,
a charity who provide recent graduates with practical business training to
launch a new generation of technology companies.
This presentation finishes aiding in the first stage of the naming of their new companies and a
workshop follows to teach lateral and creative thinking for intuitive brand names.
© 2015 Paul Bailey
BRANDING

2. Branding
Let’s start just for fun with a logo game.
First slide shows part of a logo,
second slide shows the answer.
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Have you ever noticed the ‘negative space’
component part of this logo?
Once you see the arrow you wonder how you ever missed it.

14. Branding
Lets start by dispelling some myths
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15. A brand is not a logo
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16. I am not a brand
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17. A brand is not an identity
BRANDING

18. Single colour 0% K
Single colour 4495C
Single colour Metallic 872C
4 colour no alpha (PDF 4 & PDF/X-1A compliant)
Single colour 100% K 3 colour spot plus alpha (Not PDF 4 & PDF/X-1A compatable)
4 colour no alpha (PDF 4 & PDF/X-1A compliant)
x
x
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C E LT I C M A N O R R E V I S E D L O G O V E R S I O N S A N D B R I E F G U I D E L I N E S
Pa u l B a i l e y, S e n i o r D e s i g n e r. 0 1 6 3 3 4 1 0 2 0 0 p b a i l e y @ c e l t i c - m a n o r. c o m
L O G O U S A G E
7 versions of the logo are shown with the crop
marks showing clear space around the logo that
should always be considered part of the logo.
No other logo, componant or text should sit in
this space and this applies to unapproved
straplines or taglines. Please see below diagram
to illustrate clear space / gutter space workings.
The componant part of the logo must never be
split from the text unless specific permission has
been given. The proportion must always remain
the same between the two parts and when the logo is
increased / decreased in size, the x and y axes must
remain in proportion.
L O G O C O L O U R S
4495C
872C (metallic)
187C
123C
100% Black
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19. A brand is not a product
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21. So what exactly is a
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22. A brand is a
persons gut
feeling about a
product, service
or organisation
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23. It’s a persons gut feeling, because brands are defined by
individuals, not companies
It’s a gut feeling because people are emotional, intuitive beings
BRANDING
Do you remember what happened to Sunny Delight?

24. A little girl turned orange having drunk large quantities of Sunny Delight in 2000. It was heavily publicised in the press.
The negative publicity which surrounded this story was not helped by a badly-timed Sunny Delight ad showing a snowman
turning orange.
Not surprisingly, sales more than halved.
"It became a focus, almost a visual focus for a number of lobby groups to really attack the brand”
- Jane Woodage, public relations manager at Procter and Gamble.
“We stayed in our little castle thinking if we don't say anything, the debate will go away”
- Jon Walsh Sunny Delight brand manager
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25. ...in other words...
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26. IT’S NOT WHAT YOU SAY IT IS
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27. IT’S WHAT THEY SAY IT IS
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28. Why is Branding so Important?
1. People have too many choices to make in little time
2. Many things have similar quality and features
3.We tend to base our buying choices on trust
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29. THERE ARE 100’s OF
MOBILE PHONES
ON THE MARKET
HOW WOULDYOU
CHOOSE ONE?
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30. trust
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31. T = R+D
TRUST = RELIABILITY + DELIGHT
Trust comes from meeting and beating customer expectations
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32. BRANDING HAS CHANGED OVER THEYEARS
1900 1925
What it is
BRANDING

33. BRANDING HAS CHANGED OVER THEYEARS
1925
What it does
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34. BRANDING HAS CHANGED OVER THEYEARS
1925
What you feel
1950
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35. BRANDING HAS CHANGED OVER THEYEARS
2000+
Who you are
Branding today is about creating tribes
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36. Which brand would you associate with:
COMPUTING
DRIVING
BANKING
SPORTS
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37. Three most important words in differentiating your product
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38. 1. focus
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39. 2. focus
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40. 3. focus
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41. THE FOCUS TEST
Who are you?
What do you do?
Why does it matter?
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42. What does this brand do?
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(RE)BRANDING MISTAKES

43. BRANDING
=

44. Think “Royal Mail", think trust, honour, gritty postmen braving blizzards to save a child's smile.
Think "Consignia", the name which replaced it. Think, um, Roman general? Footballer? Tummy bug?
- BBC News, Friday, 31 May, 2002
(RE)BRANDING MISTAKES
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45. “I want a new brand”
(RE)BRANDING MISTAKES
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46. “I want a new brand” “Cheap,Tacky Ordinary”
(RE)BRANDING MISTAKES
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47. “I want a new brand” “Cheap,Tacky Ordinary” Back pedal, quickly
(RE)BRANDING MISTAKES
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48. Change the logo (if you really need to)
WITHOUT changing the character
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49. If PEOPLE can change their clothes without changing their characters...
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50. Why can’t brands?
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51. The first thing you will need is a STAND-OUT name
Creating your brand
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52. STAND-OUT name criteria
1. DISTINCTIVENESS
2.APPROPRIATENESS
3. EASY SPELLING / PRONUNCIATION
4. LIKABILITY
5. PROTECTABILITY
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53. NAME TYPES - Real Words
Names that are simply repurposed words
Pros: These names are short and come ready-made with rich,
often multiple associations.
Cons: Expect to pay money, possibly a lot–to secure the URL.
Trademarking can be tricky too.
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54. NAME TYPES - Real Words
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55. NAME TYPES - Compounds
Each of these names consist of two words put together, with the first
word receiving the main emphasis in pronunciation
Pros: The practically limitless number of possible combinations makes it easy to
create a unique name.
Cons: They are longer than many other kinds of name.
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56. NAME TYPES - Compounds
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57. NAME TYPES - Blends
Each of these names has two parts, at least one of which is a
recognisable portion of a word rather than a whole word
Pros: When they work, blends can be short and elegant and
have all the advantages of compounds.
Cons: When they don’t work, blends can be awkward
and/or have obscure meanings.
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58. NAME TYPES - Blends
Microcomputer + Software Mike and Terrys Lawnmowers Sky + Peer to Peer
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59. NAME TYPES - Made up (or Obscure)
These are short names that are either made-up or whose origins are so
abscure that they might as well be made up
Pros: Made-up names can be short, cute, and very distinctive
(and therefore easy to trademark).
Cons: Made-up names don’t provide much ready-made meaning to work with
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60. NAME TYPES - Made up (or Obscure)
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61. Now create your STAND-OUT name
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