Brand Identity:Week 3 Virtual Class

• You are the CEO• Deliverable:• Paper OR • Non-narrated Presentation (Ebook)

• Resources: Listed on Assignment Sheet• Five Elements that MUST BE PRESENT:1. Brand Name2. Logo3. Tagline4. Corporate Culture5. Mission Statement or Mantra

1. Brand Name• Why did you select this name? What is the back story?

• Discuss its strengths and any concerns you have with the name.

• Is the name protectable as outlined on USPTO.gov?

• What category does it fall into? (Based on “Pursuing Strong Brands” article posted on FSO)

2. Logo• How are the “laws” of shape supported?• Why do you believe this is an effective logo?• Which type of logo would be best suited based on the categories presented? • Define why your logo reflects your unique brand.

2. Logo (Continued)• Provide the following:• An example of an actual logo from

your main competitor. Describe in detail its main attributes and brand essence based on the logo elements.• An example of an actual logo from

another company that you feel is effective in conveying the spirit of the logo you want. Describe in detail its main attributes and brand essence based on the logo elements.

2. Logo (Continued)• Provide the following:• Your logo by showing a sketch, mock-

up or an actual logo with details in the areas of style, color, shape and overall design.

• Helpful sites:• www.logodesignlove.com• www.identitydesigned.com• www.underconsideration.com/brand

new/• www.identityworks.com• www.brandrepublic.com

2. Logo (Continued)• Wordmarks

• Letterform

• Emblem

2. Logo (Continued)• Pictorial

• Abstract/Symbolic

3. Tagline• Create a tagline consistent with your brand identity.

• Show the tagline with the logo you created…NO QUOTES.

3. Tagline•Answer• Why is this an effective tagline?• Does this tagline speak to your

customers/clients? How?• What type of tagline does this

represent? • Does the tagline reinforce the brand

message?• Does it distinguish your company

from your main competitor? How?• Does it command action?• Is it short, unique, easy to say and

positive?

4. C

orpo

rate

Cul

ture

• What will be your primary company objectives or corporate vision?• Describe your company’s main values & beliefs

4. C

orpo

rate

Cul

ture

• Answer• How will you carry out

these objectives?• How do you define your

corporate vision?• Provide at least TWO examples of HOW you will develop a strong culture.

5. Mission Statement or Mantra

5. Mission Statement or Mantra

5. Mission Statement or Mantra • How and where will this mission

statement/mantra be communicated?• Is it directed to employees, customers or both?•Does your mission statement/mantra

incorporate direction, focus, policy, meaning, challenge, and passion?• Is it concise, unique, and memorable?•Does it tell your company story in less than 30

seconds?•How is it different or unique from your main

competitor? Include their mission statement/mantra.

5. Mission Statement or Mantra “The ULTIMATE TEST for a mantra (or

mission statement) is if your telephone operators…can tell you what it is.

If they CAN, then you’re onto something MEANINGFUL & MEMORABLE.

If they CAN’T, then, well, IT SUCKS.”

– Guy Kawasaki