why your brand is more than just your logo
DESCRIPTION
A memorable logo is important. However, a brand is so much more than a logo. It's more than just visual identification or the way your business card is printed. A brand is the emotion behind what someone feels, sees, and says when they interact with your organization on any level. Therefore a brand bears much more responsibility than a logo. In this presentation we'll explain what this means so you will never looking at branding the same way again. You'll learn from leaders in the field and walk away understanding why your brand affects everything you do and say from now on.TRANSCRIPT
Your brand is more than just your logo Presented by Elliot Cowan
Who IS HMC?
Creative Agency for Good
#hmc101
• Founded in March 2011 to serve high-impact orgs
• Here’s My Chance (HMC) is a creative agency for good – we work with clients we believe in!
• HMC empowers organizations to capitalize on the influence of community, content, and social impact
• Using our creativity to make a positive impact is a core mission and part of our business model
WHAT DOES THAT MEAN?
What will we Talk about?
TOPICS OF DISCUSSION Section 1 / What is a Brand?
Section 2 / What is a Logo?
Section 3 / Principles of Design
Section 4 / What is Your Brand Story?
Section 6 / What is a Brand Footprint?
Section 5 / Brand Attributes
Section 7 / Examples
Conclusions / Q&A
What is a brand?
What most people think: A brand can be an identification mark that differentiates one business from another
Brand IDEA #1
01 SECTION
What most people don’t think: A brand is a persons gut feeling about a product, service and/or organization
Brand IDEA #2
01 SECTION
• A logo is not just a mark – a logo reflects a business’s commercial brand via the use of shape, fonts, colour, and / or images.
• A logo is for inspiring trust, recognition and admiration
for a company or product and it is our job as designers to create a logo that will do its job.
What is a logo?
02 SECTION
Principles of LOGO design
Simple
Memorable
Timeless
Versatile
Appropriate
5 Principles of Effective Logo Design
03 SECTION
Learn from others
• The Good
• The Bad
• The Crimes Against Humanity
03 SECTION
Learn from others 1. Work out your product/organization’s, product or
service's core competencies.
2. Assess who your existing and potential customers are and find out what they like and what they don’t.
3. Find out how your customers and your employees feel
about your business.
4. Consider how far you can develop your product/organization with its current customer perception without moving away from your core competencies
03 SECTION
What is your brand story?
BRAND VS Story 1. Stories inspire people.
2. People relate more easily to a story
3. It holds peoples attention for longer
4. It makes you more believable
5. It makes you less intimidating
6. It looks like you care 04 SECTION
Brand attributes
brand attributes
• The Essence – The heart and soul of a brand to solve a problem
• The Tangible – What product or service solves the problem
• The Intangible – What is the end feeling?
05 SECTION
What is a brand Footprint?
A brand footprint...
• Says WHO YOU ARE
• Starts with a MISSION STATEMENT
• Says what your brand IS
• Says what your brand MEANS
06 SECTION
examples
bayer
What the brand “means” What a brand gets credit for in the eyes of its consumers Bayer means – aspirin, doctor recommended, prevention against heart attacks.
What the brand “is” A brand’s dominant personality traits Bayer is – experienced, safe and versatile
07 SECTION
ZIPCAR
What the brand “means” What a brand gets credit for in the eyes of its consumers Zipcar means – low carbon footprint, urban, convenient, cheap
What the brand “is” A brand’s dominant personality traits Zipcar is – urban, responsible, versatile, a commitment
07 SECTION
BRAND PERSONALITY
BRAND PROPOSITION
BRAND DIFFERENTIATOR
TARGET AUDIENCE
OBJECTIVES/KPIS
KEY MESSAGE
Questions?
Elliot Cowan Creative Director
www.heresmychance.com
@hmctwit