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Branding brings about awareness of a company, product, or service. In this video, we'll talk about the main components used to establish a brand.
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So, what is branding?
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Sometimes also called brand identity
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design, visual identity, or corporate identity.
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The idea of branding comes from ranchers using hot irons to
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brand their cattle so as to not confuse each other's possessions.
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Branding is about identity.
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Signatures of famous artists could also be called their logo.
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Similarly, their artistic style could be considered their personal brand.
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If you know who painted this, Starry
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Night, then you can assume who painted this.
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I know this might be a stretch, but you get the idea.
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Branding brings about awareness of a product, company or service.
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Seth Godin, author and public speaker, says, a
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brand is a set of expectations, memories, stories and
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relationships that, taken together, account for a consumer’s
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decision to choose one product or service over another.
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A brand is a relationship.
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So, what makes up a brand?
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The primary and secondary components that establish a brand image are color,
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typography, slogans, tone of voice, and most commonly recognized is the logo.
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Let's talk about terminology for a second.
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Logo is a very vague term.
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A logo is generally any symbol or design that identifies products or services.
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Specifically, a logo is the mark, icon
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or symbol that represents an organization or individual.
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Think Apple.
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No words or letters, just an apple.
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Then there's the logotype, also called word mark or typographic logo.
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Google is an example of using their name as their logo with no accompanying symbol.
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Finally, there is the signature or lockup.
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This logo is a mark or icon paired with specific typography.
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Microsoft uses this example by having their name to the right of an icon.
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Dribbble also uses a lockup.
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The basketball is their mark while the script is their logo type.
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Still, there are additional visual elements to push
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the brand image even further into a full experience.
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First, the name.
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Of course, a unique word or words used to identify a company, service, or product.
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Logo, which we've already mentioned.
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The visual mark that identifies the brand.
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Tagline or catchphrase.
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Nike, just do it, Sprite, obey your thirst, or Subway, eat fresh.
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Graphics.
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The dynamic ribbon is a trademark part of Coca-Cola's brand.
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McDonald's golden arches.
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Disney's Mickey Mouse is a trademarked graphic element.
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Shapes.
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Apple's original iPod design is a trademarked shape.
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The distinctive contour of the Volkswagen Beetle is trademarked.
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Colors.
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Tiffany's blue, T-Mobile's magenta, and John
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Deere's distinct green are trademarked colors.
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Keep in mind, not one element is more important than any other.
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The complete system is what makes a successful brand.
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Also remember to consider how these elements are applied.
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The senses are opportunities to create a memorable and timeless brand image.
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Sights.
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This one is obvious.
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All of the elements we've already mentioned are visual.
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Movements.
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Lamborghini has trademarked the motion of its scissor doors and gullwing doors.
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Sounds.
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A unique tune or set of notes can denote a brand.
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Harley Davidson's V-twin engine sound.
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Most ringtones and phone service tones are trademarked by brand.
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The lion roar of the MGM lion.
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Scents.
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The rose jasmine musk scent of Chanel No.
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5 is trademarked.
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Tastes.
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KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.
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Coke's original recipe is trademarked and top secret.
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Touch.
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Louis Vuitton has trademarked the texture of its luxury handbags.
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Everything is design, says Paul Rand.
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Everything!
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