Branding Boot Camp - Develop Your Marketing Collateral
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This is the second in a series of four workshops leading you to the production of your style guide. Branding Boot Camp has you listen a little, and produce a lot. In Branding Boot Camp Module 2, you will begin to develop your marketing collateral: logo, brand colors, and brand fonts. While Dawn will be there to facilitate, this workshop will be taught by Sam Fagan, a web designer, graphic designer, and brand collateral developer who can help you tell your story online. Sam Fagan is a web designer of 10 years who, ultimately, considers herself a storyteller. Founder of Design It Please, Samantha has a passion for helping small businesses and non-profits tell their story online. Benefits: -Confidence that your visual brand identity reflects who you are and helps you stand out from your competition. -The language to communicate efficiently and effectively with designers and branding professionals. -Save time and money because you are clear on what you need and want. Takeaways: -Initial creation of your brand guidelines. -The tools to communicate with designers and content developers how best to represent your brand.
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Branding Boot Camp - Develop Your Marketing Collateral
- 1. Branding Boot Camp Develop Your Marketing Collateral
- 6. basic // high-end futuristic // nostalgic graceful // rugged budding // accomplished dynamic // steady relatable // mysterious current // timeless complex // simple humble // brash open-minded // opinionated cheeky // respectful casual // formal vibrant // subtle progressive // traditional niche // mass-market experimental // conventional organic // industrial professional // playful idealistic // realistic sincere // clever adventurous // daring geeky // wise approachable // exclusive intuitive // technical laid-back // aggressive emotional // analytical scientific // artistic imaginative // practical multifaceted // focused fun // serious vintage // modern energetic // calm rational // radical quiet // bold crafted // standardized refined // raw welcoming // reserved
- 10. [activity]
- 11. Now, what 3 words do you want your audience to use to describe your brand?
- 12. basic // high-end futuristic // nostalgic graceful // rugged budding // accomplished dynamic // steady relatable // mysterious current // timeless complex // simple humble // brash open-minded // opinionated cheeky // respectful casual // formal vibrant // subtle progressive // traditional niche // mass-market experimental // conventional organic // industrial professional // playful idealistic // realistic sincere // clever adventurous // daring geeky // wise approachable // exclusive intuitive // technical laid-back // aggressive emotional // analytical scientific // artistic imaginative // practical multifaceted // focused fun // serious vintage // modern energetic // calm rational // radical quiet // bold crafted // standardized refined // raw welcoming // reserved
- 13. [Show & Tell]
- 14. Brand Guidelines
- 17. Brand Colors
- 21. Blendoku
- 22. [activity]
- 23. Brand Fonts
- 24. Slab strength Elegant Script class & style Casual Scrip casual & approachable Serif traditional Sans-Serif modern Rounded modern & hip Ornate unique & fun
- 25. [activity]
- 26. [Show & Tell]
- 33. [activity]
- 34. [Show & Tell]
- 35. photo by: Janie Kliever
- 36. web strategy // web design // wordpress management designitplease.com @suprsamfagan Samantha Fagan
- 37. http://truthandtonic.com/why-does-brand-matter-so-much/ http://www.redrocketcreative.com/blog-post/why-does-branding-matter-because- it-works http://www.forbes.com/sites/loisgeller/2012/05/23/a-brand-is-a-specialized/ https://designschool.canva.com/blog/10-things-never-say-graphic-designer- probably/ Blendoku game: http://mashable.com/2013/04/26/blendoku/ University of Missouri-Columbia. "Logo color affects consumer emotion toward brands, study finds." ScienceDaily. ScienceDaily, 8 April 2014. www.sciencedaily.com/releases/2014/04/140408112210.htm Adobe Color: http://color.adobe.com Google Fonts: https://www.google.com/fonts Behance: https://www.behance.net/ Dribbble: https://dribbble.com/
Editor's Notes
- Your brand is a promise. It promises the user what they can expect in terms of professionalism, product, personality, price, and reputation. When you see this logo, what do you think about in terms of their professionalism? Their personality? Their price? Their reputation?
- Thereâs this little coffee shop you may have heard of. Think about their brandâs personality, both online and in the non-digital world. Just like them, your brand is a specific combination of logo, words, font, design, colors, price, service, etc.
- A good brand: ⢠delivers its message clearly (pause) ⢠confirms the credibility of the message (pause) ⢠connects to its audience emotionally (pause) ⢠motivates the buyer (pause) ⢠reinforces loyalty (pause)
- Here are some words that you could use to describe your brandâs personality. Think of these word pairs as a teeter-totter. You can only sit on one side at a time. What words describe your company? Which words do you want to resonate with your brand? Youâve got 4 minutes, pick 3-6 words that you want to resonate with your brand.
- The foundation of success in business is really based on one thing â the relationship between you and a customer. Tesla sold 2,250 Roadster models between 2008 and 2012. It wasnât easy. The company struggled to deliver orders on time while attempting to reassure potential buyers about its capability. The British car show âTop Gearâ didnât help â they rail the car, leading to a libel battle between Top Gear and Tesla. Top Gear wins. They had battery problems. In April, 2013: Tesla beefed up service with unconditional battery warranty, valets, and top of the line loaners.
- Businesses are built on brand equity. Brand equity is the value of your brand. The value of your brand is created by continual effort to align what YOU want your brand to be perceived as and what THEY (the customer, the fan, the champion) perceive you as. For example, the way Martha Stewart was perceived took a big hit when she went to prison. Her brand became less about herâthe person âand more about The Brand as an entity. Her face disappeared. Her high-brow market became more every-man. Her logo didnât change, but everything else did. And the brand persevered.
- do any modifications of your previous list.
- Here are some words that you could use to describe your brandâs personality. Think of these word pairs as a teeter-totter. You can only sit on one side at a time. What words describe your company? Which words do you want to resonate with your brand? Youâve got 4 minutes, pick 3-6 words that you want to resonate with your brand.
- my words: multifaceted // fun // modern // approachable // trusted
- The color, font, and graphic rules for your brand. It lists the Pantone (if applicable), CMYK, RGB, and HEX numbers for your brand colors. Pantone is the official book of colors that every printer uses. It lists the approved fonts and when and where they can be used (for example, if a serif font is only for headings).
- A larger brand will have more specific guidelines of what not to do.
- Do colors really matter? Yes!
- The University of Missouri at Columbia did a study on how logo color affects consumer emotion toward brands. Itâs linked in the final slide. Blue logos invoked feelings of confidence, success and reliability. Green logos invoked perceptions of environmental friendliness, toughness, durability, masculinity and sustainability. Purple logos invoked femininity, glamor and charm. Pink logos gave the perception of youth, imagination and fashion. Yellow logos invoked perceptions of fun and modernity. Red logos brought feelings of expertise and self-assurance.
- pick/create your color palette http://www.colourlovers.com/palettes find one set of five thatâs the closest match
- Much like colors, each font evokes a feeling. Fonts come in all shapes and sizes that resonate differently with strength; class and style; movement and forward thinking. It's not about just looking pretty: matching the qualities of the font to the qualities of the brand is what's important here.
- pick 5 fonts from Font Squirrel or Google Fonts. fyi, the general rule of thumb is don't use more than two fonts in one logo. be prepared for that with your designer.
- my words: multifaceted // fun // modern // approachable // trusted
- A logo must be simple. A simple logo allows for easy recognition and allows the logo to be versatile and memorable. Dollar Shave Club.
- A logo must be memorable.
- A logo must be enduring. The logo should be 'future proof', meaning that it should still be effective in 10, 20, 50+ years time.
- A logo must be versatile. It should be able to work across a variety of mediums and applications. Print, web, package, environmental. Victoria & Albert Museum of Art & Design.
- A logo must be appropriate. Using a hand-crafted font with some more movement and personality is very appropriate for a dance company known as Brooklyn's fearless dance company.
- Using Behance, LogoMoose, and/or dribbble, add at least 5 logos that you like to your Pinterest board. Take notes as to what you like about them, using at least one of the words from your brand personality.
- my words: multifaceted // fun // modern // approachable // trusted
- Remember, the fonts and logos you found will be inspiration for your designer. Rest assured that they can have creative control because youâve communicated your brandâs personality clearly.