Summarize the key learnings from the activity, emphasizing the influence of color in design compositions and the importance of thoughtful color choices in effective design communication.

1. &
BRANDING
IDENTITY

2. What brand comes first into your mind
when you hear or read the following?

3. 1. A luxury bag
2. Aesthetic phone
3. T-shirt
4. Basketball Shoes
5. Search Engine Website
6. Social Networking Site

4. Notice that when presented with various
classification of products, a certain brand will
always come into your mind. This is when
Branding and Identity enter.

5. Branding is the process of creating a strong,
positive perception of a company, its products
or services in the customer’s mind by
combining such elements as logo, design,
mission statement, and a consistent theme
throughout all marketing communications.
What is Branding?

6. Effective branding helps companies
differentiate themselves from their
competitors and build a loyal customer base.

7. Why is Branding Important?
A unique brand can have a huge impact on your
bottom line by giving you a competitive
advantage over your rivals and helping you
acquire and retain customers at a much lower
cost.

8. Regardless of whether you’re investing time
and effort into crafting a compelling brand or
paying no attention to it whatsoever, your
business still has a brand. However, it may be
completely different to how you intended to be
seen.

9. By carefully constructing your brand through
stories, relationships, marketing messages and
visual assets, you have the opportunity of
shaping your customers’ expectations and
creating a unique bond that goes beyond the
buying-selling relationship.

10. Good branding is strategic, while marketing is
tactical. When you establish the higher
objectives and clearly define your brand
promise, you can start crafting a marketing
plan that’s geared towards achieving those
goals.

11. Branding and Identity is a vast concept,
however it can be derived into three elements:
1. Brand Name and Identity
2. Logo Design
3. Slogan

12. BRAND NAME
Creating and effectively marketing a brand
name is one of the biggest challenges of
starting a new business. Choose the wrong
name, and customers have no idea what your
business stands for or what it does. But choose
the right name, and customers immediately
identify with your value proposition.

13. BRAND NAME
Creating and effectively marketing a brand
name is one of the biggest challenges of
starting a new business. Choose the wrong
name, and customers have no idea what your
business stands for or what it does. But choose
the right name, and customers immediately
identify with your value proposition.

14. Pointers in creating your Brand Name
1. Check your brand name’s availability.
When you decide on a name, you’ll first
need to see if it’s available. Ignoring this
crucial step can end up being an expensive and
embarrassing mistake.

15. 2. Don’t get cute with your brand name Over
the past few years, the trend in startup
branding has been to develop a clever name
that sounds like a real word but is actually
contrived by combining other words. This works
in specific situations – think Spotify or Snapchat
– but it’s not necessarily the best strategy for
all companies.

16. Getting too cute can often hurt your ability to
grow. For best results, choose a more
straightforward name.
• Make your brand name easy to spell.
• Ensure your brand name is easy to
pronounce.

17. 3. Aim for simplicity with your brand name.
While it’s hard to find an available one
these days, one-word brand names are always
ideal. They’re easy to remember, strong and
relatable. If you think about some of the most
successful and recognizable businesses in the
world – Target, Amazon, Apple – they all have
one-word names.

18. Sometimes you have to invent a word – Twitter,
Google, Starbucks – but the effect is the same.
A two-word name is acceptable when one word
is not an option, but avoid going with three or
more words if possible.

19. • When looking at a name, simple names
appear more truthful than complex names.
• Simpler names are easier to remember and
require less effort to process, making them
preferable.
• Simple names convey integrity and
competence to consumers.

20. 4. Think about the logo when considering a
brand name.
Business owners usually think about the
logo after selecting a brand name, but it’s good
to keep designs in mind when brainstorming
name ideas. Your brand name and logo will
become synonymous, so they can’t be
considered independent components.

21. Will you use a specific script or font to create a
textual logo like Coca-Cola or Facebook, or will
you go with an abstract logo like Apple or
Target?
These decisions may not directly impact the
logo, but they can be a deciding factor when
choosing between two or more options.

22. 5. Consider future growth when choosing a
brand name.
While you may specialize in a particular
product now, you don’t want to limit your
company to selling only that product forever.
The wrong brand name can seriously hamper
your ability to scale in the years to come.

23. For example, let’s say your startup sells cat
food. Using the brand name “Cat Food
Incorporated” doesn’t give you much room to
to expand into, say, dog food in the future.
However, if you went with the brand name
“Healthy Pets Incorporated,” you have room to
to expand food and product lines.

24. 6. Secure social media accounts with your
brand name.
Just as it’s crucial to reserve a domain
name with your brand name, you should scoop
up other digital versions of your brand name.
For example, you’ll want to build a social
media presence for your brand name, so lock
down Twitter, LinkedIn, Pinterest, Facebook
and Instagram accounts.

25. 7. Consider your company values when naming
your brand.
When seeing your brand name, potential
customers should get a sense of what your
company is about. For example, IMPACT is the
name of an award-winning marketing agency.
Its goal is to create the maximum impact for its
clients; the company reinforces this message
by writing the name in all capital letters.

26. 8. Prioritize uniqueness in your brand name.
The strongest brand names are distinctive.
When someone hears your brand name, they
should associate it only with your company’s
products or services.
Steer away from descriptive words related
to your product, such as “Yummy Yogurt” or
“Durable Tires.” You can, however, combine
words to create a descriptive brand name, such
as “Yumgurt” or “DuraTire.”

27. Combining words: Examples of word-
combination brand names include PayPal and
Snapchat.
Changing the spelling: Examples of spelling
changes in brand names include Chick-fil-A or
Fiverr.
Alliteration: Examples of brand names that use
alliteration include Dunkin’ Donuts and Krispy
Kreme.

28. Rhyming: Examples of brand names that use
rhyming include GrubHub and Reese’s Pieces.
Metaphors: Examples of brand names that use
a metaphor include Nike and Quartz.
A related word: Use a single word that is
related but not directly descriptive, like
Google or Amazon.

29. An unrelated word: Use a single word that’s not
related at all, like Square or Apple.
Homophone: Use a homophone like “Sugar Bare
Waxing Studio” or “Wild Hare Salon.”
Founder’s name: Use the founder’s name, like
Kellogg’s or Hilton. Naming your brand after
yourself isn’t usually recommended because it
can cost the business much more to establish a
memorable brand.

30. 9. Ensure your brand name is memorable.
Your brand name must be memorable so
consumers and potential customers can easily
seek you out and recommend you to others. If
you sell in a retail environment, a memorable
name allows customers to find you amid a sea
of competing products.

31. Some factors that go into a memorable brand
name include the following:
Meaning: Your brand name should conjure some
kind of meaning in customers’ minds, whether
it’s product-related or a characteristic your
brand embodies.

32. Emotion: Your brand name should have an
emotional component. Many brands evoke a
feeling. Some, like Disney, create this emotion
through associations over time, but others have
it baked into the brand name. For example,
QuickBooks conveys ease of use. HomeGoods
combines two words, each with a positive
connotation. Sandals Resorts invokes a casual,
laid-back atmosphere.

33. Uniqueness: The name you choose should be
very different from competitive products or
companies. If it has similarities to an existing
brand name, that brand should be in a totally
different industry or make a product with a
different target market, to avoid confusion.

34. ACTIVITY
As a group, Create your own Brand Name, think
about your logo design and color scheme along
the process.
1. Think about your goal
2. The trademark your target market you want
to remember from you.