With this deck I have tried to throw some light on how simple things like colors, logos, shapes, visual consistency go a long way in influencing how consumers react to a particular brand. Also given is a section on how the brand Dove's communication manages to stand out everytime.

1. THE MOST POWERFUL
TOOL IN BRANDING
IMAGERY
Christy Cyriac

3. Basics of Color

4. COLORS GENERATE
EMOTIONS

5. Blue
• Tranquillity
• Security
• Integrity
• Peace
• Loyalty
• Trust
• Intelligence
• Coldness
• Fear
• Masculinity
-
+

6. Turqoise
• Spiritual
• Healing
Sophisticated
• Protection
• Envy
• Femininity
-
+

7. Green
• Freshness
• Environment
• New
• Money
• Fertility
• Healing
• Earth
• Envy
• Jealousy
• Guilt
-
+

8. Yellow
• Bright
• Sunny
• Warm
• Energetic
• Happy
• Perky
• Joy
• Intellect
• Irresponsible
• Unstable
-
+

9. Purple
• Royalty
• Nobility
• Spirituality
• Luxury
• Ambition
• Wealth
• Mystery
• Moodiness
-
+

10. Pink
• Healthy
• Happy
• Feminine
• Compassion
• Playful
• Weak
• Femininity
• Immaturity
-
+

11. Red
• Love
• Passion
• Energy
• Strength
• Heat
• Desire
• Speed
• Anger
• Danger
• Warning
-
+

12. Orange
• Courage
• Confidence
• Friendliness
• Success
• Ignorance
• Sluggishness
-
+

13. Brown
• Friendly
• Earth
• Outdoors
• Longevity
• Conservative
• Dogmatic
• Conservative
-
+

14. Gold
• Wealth
• Wisdom
• Prosperity
• Valuable
• Traditional
• Egoistical
• Self Righteous
-
+

15. Silver
• Glamorous
• HighTech
• Graceful
• Sleek
• Indecisive
• Dull
• Non-
Commital
-
+

16. White
• Goodness
• Innocence
• Purity
• Fresh
• Easy
• Clean
• Isolation
• Pristine
• Emptiness
-
+

17. Grey
• Security
• Reliability
• Intelligence
• Solid
• Gloomy
• Sad
• Conservative
-
+

18. Black
• Protection
• Elegance
• Dramatic
• Classy
• Formality
• Death
• Evil
• Mystery
-
+

20. Colors influence your decisions
It can:
• Alter your mood
• Attract your attention
• Persuade
• Play a major role in
how we see and define
things.

22. If you want to dig a little deeper

23. Using just a Logo
■ Omitting the company name from the logo
image can be useful in that it forces the
viewer to think more about what the
symbol means.
■ The viewer is now associating the image
with your name whether they notice it or
not.
■ When your customers can recognize a
symbol that represents your business
name, he makes the connection
subconsciously and you convey your
brand message much faster to them.

24. Play around with that Logo
■ The brand Target use their logo the target symbol
and circular shape over and over again.
■ A common execution of this is seen in theirTV
commercials where they will often create the
target or circle shape out of objects that you can
buy in their stores.
■ In the image seen here, the target shape is used to
“brand” their mascot and also to look like flowers
in a vase.
■ This reiterates the logo shape to viewers while
creating a fun, interesting element to their
advertisements.

25. LogoVariations
■ Sometimes cropping or slightly altering
your logo can be a successful way to
create an interesting graphic element
and make your brand appear more
modern.
■ Here in the Starbucks example, you see
that they use a larger, cropped version
of their logo to create a graphic
element on their paper bags.
■ The logo is slightly distorted by the fold
in the bag, but still recognizable to the
customer.

26. Visual Consistency
■ Color plays a huge role in
creating the cohesive look
you need to be memorable.
■ Not only should you stick to a
color scheme, but you should
also make sure that you’re
using the exact same colors
on every medium.
■ In a typical Coca ColaTVC,
you can see the color red in
mostly every frame. It
subconsciously creates brand
recall.

27. TheCoca Cola brand colors and elements are present in each frame, and the Ad also has a very warm, refreshing and friendly vibe to it.The visuals, subtle sound effects
like opening the bottle and gulping coke, makes you want to go drink one yourselves.

28. The subtle use of Green color is evident.

29. HOW DO “DOVE” ADS
STAND OUT EVERY
TIME

30. DOVE BRAND COLORS
■ The color white which symbolises purity,
goodness, innocence, uncluttered conveys
Dove’s brand message fluidly because both
the color and the brand complement each
other.
■ Blue is the color of the sky and sea. It is
often associated with depth and stability. It
symbolizes trust, loyalty, wisdom,
confidence, intelligence, faith, truth, and
heaven.
■ Blue is considered beneficial to the mind
and body. It produces a calming effect.

31. But plenty of other brands have
identical brand colors
So what makes Dove special……

32. Let’s rewind a little…
In 1957, The Dove Beauty Bar was introduced in the United
States.
It promised women that it wouldn’t dry their skin. The way
soap did.
For Dove’s first marketing effort, they mailed an at home
Litmus test to consumers.
Women tried it. It didn’t.
Thus began a very trusted relationship with it’s consumers
and brand.

33. Whom does Dove talk to?
■ The Dove woman is one who has accepted
herself the way she is, imperfections and all.
■ She may be 20, or maybe 50 years old.
■ But she is accepting of herself, and is more
concerned about the way she feels, than what
she looks like.
■ She has not given up on beauty, but hers is a
beauty quest with limits.
■ Quality and effectiveness is of paramount
importance for her.

34. The Insight
■ ‘THEYEARNING FORTHE
REAL’ in the world of millions
of brands offering products,
whose authenticity can’t
possibly be found.
■ Dove is one of the few brands
that is firmly rooted in reality.

35. The Communication
■ Their communication tone is
always soft, personal, uplifting like
one woman to another.
■ No ad land cliché, no mumbo
jumbo, no hype and puffery.
■ They never try to sell, instead just
present the facts and let the
consumer decide.

36. The Message
■ Emotionally Dove gives the woman
a very personal, unexaggerated,
uplifting little feeling about her
own beauty.
■ And it means a lot to her because it
is more personal and one to one
than any other brand.

37. Uncluttered
■ Dove is beautifully uncomplicated
that’s why the minimalist visuals
on screen, emphasising only the
things that really matter.
■ And reinforcing the purity and
goodness of Dove.

38. Dove Protagonist
■ Is never the stereotypical model who
features in every other ad.
■ Is not a wind blowing across her face,
fresh natural beauty.
■ But the everyday woman in your lives,
who have a very strong character and
are self defined.
■ They are democratic, beauty with
brains and doesn’t worship
stereotypes.

39. Dove Protagonist
■ They convey the strength of their character and vitality through their eyes.

40. Dove sound design
■ With respect to this sampleTVC :-
■ The BGM used has a feel good vibe to it, it’s mostly
acoustic guitar with a sound similar to the movie “Into
the wild” and later a soothing mellow female voice
amplifies and uplifts the mood.
■ As the ad deals with haircare, the visuals regarding the
hair are visually very pleasing, soothing and a has a
smooth and soft touch to it.
■ For a more detailed look into Dove’s branding :-
http://www.slideshare.net/rainerbuehler/dove-brand-book

41. WHEN ALLTHESE ELEMENTS
WORKTOGETHER,YOU GET A
UNIQUE BRAND IDENTITY
THAT IS DIFFCULTTO
DUPLICATE