The building blocks for a strong & meaningful brand. Originally presented and created for the Everything Your Business Needs virtual conference.

1. build a strong, meaningful
BRAND

2. learning experience designer
LARAH

3. graphic designer
business adviser
college professor
course + program designer

4. UNDERSTANDING
DISCOVERY
DESIGN
TOOLS

5. it all starts with a little
UNDERSTANDING

6. LOGO
BRAND

9. beautiful
quirky
authentic
unapologetically
you

10. interact + make friends with your company

11. relentlessly consistent
AUTHENTICITY

12. name + tagline blog + video posts
web + marketing copy social media posts
newsletter content packaging copy
email communication voicemail greeting
consistent
WORDS

13. logo color + typography
website look + feel social media branding
avatars + icons marketing + advertising
photos + illustration package design
printed materials
consistent
IMAGES
store design

14. status updates tweets
shared content posts + articles
comments conversations
consistent
INTERACTION

15. customer service quality of deliverables
responsiveness attention to detail
website usability expectation of experience
consistent
EXPERIENCE

16. yeah, that’s great, but
HOW?

17. it’s time to do a bit of
DISCOVERY

19. emotional + visceral
NOT LOGICAL

20. welcome the people you want and
FILTER
the ones you don’t

21. ask these seven strategic
QUESTIONS

22. 1
describe your ideal
CLIENT

23. 2
how do your ideal customers want to
FEEL?

24. 3
what do you want people to
FEEL?

25. 4
what experiences invoke that
EMOTION?

26. 5
describe your business as if it were a
PERSON

27. 6
elaborate on this ‘person’ and his/her
QUIRKS

28. 7
how would that ‘person’ relate to your
CLIENT?

29. perfect! your business now has a
PERSONALITY

30. how to incorporate that into a
DESIGN

31. impactful design is a strategic mix of
TYPOGRAPHY
COLOR
TONE

32. the basics

33. let‘s start with a little
VOCABULARY
Type Family = Helvetica
Type Face = Helvetica Bold
Font = The “G” in Helvetica Bold

34. best practice 1
no more than two families

35. best practice 2
mix contrasting styles

36. best practice 3
choose big families

37. more best practices for typography
simplicity & scalablity
be unique not trendy
try at least 12 types & combos
find inspiration everywhere

38. the power of color

39. color invokes emotion
Warmth Trust Elegance Purity Durable
Love Dependable Power Cleanliness Calm
Anger Loyal Strength neutrality Environmental
Inspires action Calms + aids Evokes a sense Encourages to Relaxes both
+ confidence intuition of potentiality clear obstacles body + mind
Affodable Relaxing Luxury Optimism Conservative
Cheerful Nature Royalty Comfort Traditional
Enthusiasm Reliable Magic Happiness Serious
Stimulates the Implies stability Uplifts + sparks Boosts Offers a sense of
appetite + activity + orderliness creativity communication formality + balance

40. combine colors for visceral reactions

41. combine colors for visceral reactions

42. another example of color combos

43. another example of color combos

44. TONEmood
aka creating a

45. elegant

46. retro

47. grunge

48. earthy

49. minimal

50. whimsical

51. type + color + tone
EXAMPLES

56. putting it all together for your
BRAND

57. 1 create a mood board
2 find inspiration + ideas
3 create style guide

58. a collage full of inspiration
MOOD BOARD

59. gather images to build the personality

60. the pics can be inspiration for color + type

61. pics + color + type + adjectives

62. pull it all together into a
STYLE GUIDE

63. logo adjectives inspiration
colors
type

64. i bet you’d love some fun
TOOLS

65. a worksheet for building your brand

66. fantastic and free
RESOURCES
Get the worksheet, PDF of the slide show & all of the links at mindmeldcreative.com/eybn-branding
design seeds for color palettes and inspiration
pictalicious create a color palette from a photo!
behance find endless creative inspiration

67. low cost + free online
TOOLS
conceptboard think electronic mood boards!
pinterestfor finding inspiration & collecting it
google fonts beautiful and free web-friendly type
designing for emotion a book you’ll love

68. that‘s all i have for you today
SPECIAL THANKS
jarrett gucci for inviting me today
these folksfor the images in this slideshow
jlachoff behance
sliceofNYC modbaby
flygraphix eat the love
the arches design seeds
zitona the example brands & websites