Heads up! To view this whole video, sign in with your Courses account or enroll in your free 7-day trial. Sign In Enroll
Preview
Start a free Courses trial
to watch this video
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.
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
You need to sign up for Treehouse in order to download course files.
Sign up