developinganidentythatcommunicateschange€¦ · developinganidentythatcommunicateschange!...
TRANSCRIPT
Developing an Iden.ty that Communicates Change
What is branding? Branding is a perceived image for the mission of a business, organiza7on or product.
How does branding func.on in the field of design? Designers form the founda7on of a brand through the development of organiza7on’s iden%ty.
Iden.ty includes: logos, symbols, taglines, mission statements
Target Market
The group of people who are most likely to respond in need or interest to your business, organiza7on or product.
To establish a target market you must define the age, gender, ethnicity, religion, socio-‐economic background, loca7on and cultural norms and mores of your audience.
AXE Body Spray Crayola Crayons Dump Dinners
Iden.ty
A visual aspect such as a logo that forms part of the overall brand, iden7fying one organiza7on from another. Logos are made up of logotypes, symbols or both.
Logotype Symbol
Tagline
The key phrase that iden7fies a business by capturing the essence of its mission, brand, campaign and/or promise to the customer.
Mission Statement
A statement of purpose for a company or organiza7on that clarifies the overall goal of the company’s existence in rela7onship to their audience.
Before you begin a mission statement you must iden7fy 3 essen7al elements that connect your audience to your company:
• Target market: Who is the target audience you are trying to reach with your message?
• Contribu.on: What product, experience, educa7on or service do you provide?
• Dis.nc.on: What makes your product, experience, educa7on or service unique or stand out. Why is important or relevant? Why would this promote the viewer to choose your product or par7cipate in your campaign over that of an exis7ng company?
Branding
The perceived ethical and emo7onal corporate image as a whole that is shaped by the percep7on of the audience.
Promo.onal Branding
Adver7sing campaigns (posters, billboards, magazine ads, commercials, informa7on-‐based brochures, websites, web videos, etc), promo7onal materials (t-‐shirts, pencils, s7ckers), social media and blogging, user experience design (UX), apps, package design, service design (how users are treated during the customer service experience), etc.
A PETA ac7vist wearing a full-‐length gown made of leSuce leaves stages a rally outside a shopping mall in Kuala Lumpur, Malaysia.
Ambassador for PETA, former Miss Universe and Bollywood movie actress Lara DuSa.
Ac.ve or Passive Branding