Coaching Session 4 – Brand Elements

Timestamps

01:34 The Creative Team

04:17 Brand Name Creation

08:04 Marks, Logos and Symbols

12:28 Characters and Typography

19:26 Styleboard

20:04 Tagline and Slogan 

22:07 Audio-Visual Assets

 

Lesson Notes

  • Brand Names
  • Logos
  • Symbols
  • Characters
  • Slogans
  • Designs
  • The characteristics of effective brand elements.
  • Brand Archetypes

 

The Creative Team

  • Creative Director
  • Copywriters & Editors
  • Graphics Artists
  • Designers
  • Visual Artist
  • Editors
  • Developers

 

Creative Director

Creative Director determines the creative vision of a brand or project and manifests that vision through digital, print and film installations.

BRAND ELEMENTS

What’s in a BRAND NAME?

  • Should be easy to remember and simple enough to be understood, pronounced, and spelled.
  • It should be distinctive.
  • It needs to work and be acceptable and relatable for your target market. 

Naming Exercise

  1. The founder or creator’s name.
  2. A description of what the brand does or a process.
  3. A place/location
  4. Invented
  5. Experience in using the brand
  6. Lexical Names

BRANDING EXERCISE ( Write down your answers )

Name your Brand 

  • Come up with a list of 10 Brand Names
  • Choose 1 that you feel resonates the most for your brand

 

BRAND MARK & LOGOS

Creating Mark

Typical manner of making a logo is combining a business name and images. Shapes, or some graph element to make the logo memorable and distinctive.

BRANDING EXERCISE ( Write down your answers )

Creating your Moodboard:  LOGOS & MARKS

  • Research logo inspirations online.
  • If you can, create iteration versions of your logo.

 

TYPEFACES & FONT

Typeface

A typeface is a set of characters of the same design. These characters include letters, numbers, punctuation marks, and symbols. Some popular typefaces include Arial, Helvetica, time, and Verdana.

FONT

  • SERIF
  • SANS SERIF
  • SCRIPT

Brand Fonts

  1. Stick to 2 to 3 fonts for your brand.
  2. If your main font is something highly stylized and will be used sparingly, you can choose a script font for headers and a serif or sans serif for your body font. Otherwise, two fonts are adequate.

BRANDING EXERCISE ( Write down your answers )

Creating your stateboard – TYPEFACE & FONT

  • Research on different typefaces & Fonts online that you can use for your brand
  • You can experience fonts on CANVA.COM

 

COLOR PSYCHOLOGY

Color helps customers interact with your brand.

  1. A customer will assess your product within 90 seconds.
  2. 62%-90% of this assessment is based on color alone.
  3. Women prefer softer colors, while men prefer bolder colors.
  4. Red, orange, and green call-to-action buttons have a higher conversion rate.
  5. 93% of shoppers find a website’s visuals are the top influencing factor in their purchase decisions.

BRANDING EXERCISE ( Write down your answers )

Creating your Stateboard – COLOR PALETTE

  • Take your Branding Worksheet and Customer Profile you made for Portfolio 2 & 3.
  • Based on your brand purpose and vision, what kind of colors do you think will match your brand?
  • Based on the demographics and psychographics of your target market, what kind of colors do you think they are going to respond to?

 

STATEBOARD

Taglines & Slogan

When a tagline or slogan hits the mark, it can make your brand unforgettable. Often uses words that describe the transformation or actionable words for your target audience/

TAGLINE

  • Associates a brand with an idea
  • It is used to differentiate the brand
  • It cements the brand’s position
  • Usually, it doesn’t change over time.

Example:

KFC – “ Finger Linkin GOOD”

Microsoft – “Empowering us all.”

Canon  – “Delighting You always”

SLOGAN

  • A slogan captures your brand’s purpose, values, and positioning.
  • Often used in Advertising Campaigns
  • One product, one slogan, one campaign

Apple – “Think Different”

McDonald’s – “I’m Lovin’ It.”

“Love ko to.” ( Philippines Campaign )

BRANDING EXERCISE ( Write down your answers )

Creating your – TAGLINE OR SLOGAN

  • In Coaching Session 2, you came up with KEYWORDS to describe your brand. Take that sheet along with your Branding Worksheet and come up with actionable words to call your target audience to take action with your brand.
  • Work with a copywriter in creating tagline or slogan

 

OTHER MEDIA

  • Use different types of audio – visual tools or multimedia to enhance your brand communication.

Photography – Create a strong impact by using compelling images of your product to draw the attention of your audience.

Videography – Videos are becoming a strong preference in brand communication.

Podcasts – For service brands and influencers who are not too keen on being on screen, podcasts may be ideal for you.

 

Portfolio

  • Creating a styleboard/moodboard
    • Logo Pegs
    • Font style
    • Color Pallete
    • Image Style
  • Create your brand elements.

 

Email Subject: BMAC-Portfolio 4

 

PORTFOLIO SUBMISSION GUIDES:

1. Video-On-Demand (VOD) Access
Submit your portfolios to courses@surgedigital.agency.
You can submit individually per coaching session or submit all required portfolios as one, in one email (attach your Google Drive).

2. VOD with Class Coaching
Send your portfolios to courses@surgedigital.agency.
Please submit individually per coaching session.

3. VOD with Mentoring
Send your portfolios to courses@surgedigital.agency.
Please submit individually per coaching session.

4. Premium Members
Submit your portfolios to courses@surgedigital.agency.
Please submit all required portfolios as one, in one email (attach your Google Drive).

 

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