So, what is branding? 0:00 Sometimes also called brand identity 0:01 design, visual identity, or corporate identity. 0:03 The idea of branding comes from ranchers using hot irons to 0:07 brand their cattle so as to not confuse each other's possessions. 0:10 Branding is about identity. 0:13 Signatures of famous artists could also be called their logo. 0:15 Similarly, their artistic style could be considered their personal brand. 0:18 If you know who painted this, Starry 0:22 Night, then you can assume who painted this. 0:24 I know this might be a stretch, but you get the idea. 0:27 Branding brings about awareness of a product, company or service. 0:31 Seth Godin, author and public speaker, says, a 0:35 brand is a set of expectations, memories, stories and 0:38 relationships that, taken together, account for a consumer’s 0:42 decision to choose one product or service over another. 0:45 A brand is a relationship. 0:49 So, what makes up a brand? 0:51 The primary and secondary components that establish a brand image are color, 0:53 typography, slogans, tone of voice, and most commonly recognized is the logo. 0:58 Let's talk about terminology for a second. 1:04 Logo is a very vague term. 1:07 A logo is generally any symbol or design that identifies products or services. 1:08 Specifically, a logo is the mark, icon 1:14 or symbol that represents an organization or individual. 1:16 Think Apple. 1:19 No words or letters, just an apple. 1:21 Then there's the logotype, also called word mark or typographic logo. 1:24 Google is an example of using their name as their logo with no accompanying symbol. 1:28 Finally, there is the signature or lockup. 1:33 This logo is a mark or icon paired with specific typography. 1:36 Microsoft uses this example by having their name to the right of an icon. 1:40 Dribbble also uses a lockup. 1:44 The basketball is their mark while the script is their logo type. 1:46 Still, there are additional visual elements to push 1:49 the brand image even further into a full experience. 1:52 First, the name. 1:55 Of course, a unique word or words used to identify a company, service, or product. 1:57 Logo, which we've already mentioned. 2:03 The visual mark that identifies the brand. 2:05 Tagline or catchphrase. 2:08 Nike, just do it, Sprite, obey your thirst, or Subway, eat fresh. 2:09 Graphics. 2:15 The dynamic ribbon is a trademark part of Coca-Cola's brand. 2:16 McDonald's golden arches. 2:20 Disney's Mickey Mouse is a trademarked graphic element. 2:21 Shapes. 2:25 Apple's original iPod design is a trademarked shape. 2:26 The distinctive contour of the Volkswagen Beetle is trademarked. 2:29 Colors. 2:32 Tiffany's blue, T-Mobile's magenta, and John 2:33 Deere's distinct green are trademarked colors. 2:36 Keep in mind, not one element is more important than any other. 2:39 The complete system is what makes a successful brand. 2:43 Also remember to consider how these elements are applied. 2:46 The senses are opportunities to create a memorable and timeless brand image. 2:49 Sights. 2:54 This one is obvious. 2:55 All of the elements we've already mentioned are visual. 2:56 Movements. 2:59 Lamborghini has trademarked the motion of its scissor doors and gullwing doors. 3:00 Sounds. 3:04 A unique tune or set of notes can denote a brand. 3:05 Harley Davidson's V-twin engine sound. 3:08 Most ringtones and phone service tones are trademarked by brand. 3:11 The lion roar of the MGM lion. 3:15 Scents. 3:17 The rose jasmine musk scent of Chanel No. 3:18 5 is trademarked. 3:21 Tastes. 3:22 KFC has trademarked its special recipe of 11 herbs and spices for fried chicken. 3:23 Coke's original recipe is trademarked and top secret. 3:28 Touch. 3:32 Louis Vuitton has trademarked the texture of its luxury handbags. 3:33 Everything is design, says Paul Rand. 3:37 Everything! 3:39