f or your Biz @brandingbybrittany Welcome Briefly introduce - - PowerPoint PPT Presentation

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f or your Biz @brandingbybrittany Welcome Briefly introduce - - PowerPoint PPT Presentation

Mar 16, 2024 220 likes •1.26k views

Building a BRAND BOARD f or your Biz @brandingbybrittany Welcome Briefly introduce yourself and your business. Tell us what you hope to get out of this workshop. Housekee p ing 1. Its OK to not know all the answers 2. Keep it experimental,

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@brandingbybrittany

Building a

BRAND BOARD for your Biz

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Welcome

Briefly introduce yourself and your business. Tell us what you hope to get out of this workshop.

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Housekeeping

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1. It’s OK to not know all the answers 2. Keep it experimental, open + respectful 3. Ask questions 4. Sign-up for slides 5. Photography + video are being taken 6. Record any ‘lightbulb’ moments 7. Written or recorded testimonial

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VISUAL BRAND

What is a

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“ The sum total of everything your audience can see when they look at you.”

  • Jacqueline Thomas, Canva
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BRAND

What is a

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The way your audience perceives you.

BRAND

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“ ... your brand is a story, a set of emotions and expectations and a stand- in for how we think and feel about what you do”.

  • Seth Godin
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Brand Vision

Who? What? Why? Mission Statement Vision Statement Values Product/Service Customers Competition Unique Value Proposition (UVP)

General Anatomy of a Brand

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SLIDE 12 How you show up Fonts Colours Logo Photography Wardrobe Brand Style Guide

Visual Brand Brand Vision

Who? What? Why? Mission Statement Vision Statement Values Product/Service Customers Competition Unique Value Proposition (UVP)

General Anatomy of a Brand

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SLIDE 13 How you show up Fonts Colours Logo Photography Wardrobe Brand Style Guide How you say it Personality of your words, how you say what you say

Visual Brand Brand Voice Brand Vision

Who? What? Why? Mission Statement Vision Statement Values Product/Service Customers Competition Unique Value Proposition (UVP)

General Anatomy of a Brand

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SLIDE 14 Where you say it Website Blog posts Lead magnet Podcast interviews Videos Social media posts Webinars Live events How you show up Fonts Colours Logo Photography Wardrobe Brand Style Guide How you say it Personality of your words, how you say what you say

Visual Brand Brand Visibility Brand Voice Brand Vision

Who? What? Why? Mission Statement Vision Statement Values Product/Service Customers Competition Unique Value Proposition (UVP)

General Anatomy of a Brand

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Why does your Visual Brand matter?

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Human History

has shaped our visual perception

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Humans are visual by nature. We’re hard-wired to process visual information better and faster than text.

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SLIDE 18 Las Cheminenas cave in northern Spain Image: ideas.ted.com
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We’ve only been using

  • ur current Alphabet

for ~3,500 years

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First Impresions

are crucial impressions=

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Design is the first thing customers see when they look at your brand

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“ It takes less than two-tenths of a second for an online visitor to form a first opinion of your brand.” entrepreneur.com/article/223150

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1 second = 1000 milliseconds

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Two-tenths of a second = 200 milliseconds

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Blink of an eye = 300 to 400 milliseconds

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It takes less than a blink

  • f an eye for your

customer to form an

  • pinion on your brand
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“Design is the silent ambassador of your brand.”

  • Paul Rand
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Design is the leading ambassador of your brand

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Value

brand value is largely based

  • n visual communication
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90% of information sent to the brain is visual

90%

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Design is an instant reflexion

  • f your brand’s

market value

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Trust

Your visual brand can make or break trust with your customer

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46.1

46.1% said that the web site’s design look was the #1 factor of determining the site’s credibility

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Competition

Every business has it, why not reduce or eliminate it by showing up differently?

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“Why fit in when you were born to stand out.”

  • Dr. Seuss
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Break - 10 mins

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Overview

5 Modules

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CLARITY

Visual brand compass: Who? What? Why?

CLARITY

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PERSONALITY

Crafting your brand persona

CLARITY

Visual brand compass: Who? What? Why?

CLARITY

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COLOURS

Colour psychology & science

PERSONALITY

Crafting your brand persona

CLARITY

Visual brand compass: Who? What? Why?

CLARITY

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FONTS

Font psychology & pairings

COLOURS

Colour psychology & science

PERSONALITY

Crafting your brand persona

CLARITY

Visual brand compass: Who? What? Why?

CLARITY

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FONTS

Font psychology & pairings

COLOURS

Colour psychology & science

BRAND BOARD

Brand board building

PERSONALITY

Crafting your brand persona

CLARITY

Visual brand compass: Who? What? Why?

CLARITY

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Clarity

your visual brand compass

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Clarity = Confidence

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Personality

Crafting your brand’s persona

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Your brand must be built with human traits to be relatable to your customers, who are likely human

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The CAREGIVER

‘Love your neighbour as yourself’

Traits: Compassionate, Generous, Safe Brands: Unicef, Habitat for Humanity, Volvo, Mary Poppins, Mother Theresa

The HERO

‘Where there’s a will, there’s a way’

Traits: Competent, Courageous Brands: Nike, Adidas, Wonder Woman, Nelson Mandela

The EVERYMAN

‘You’re just like me, and I’m just like you’

Traits: Realist, Empathic, Friendly Brands: Ikea, Ford

The INNOCENT

‘Free to be you and me’

Traits: Faithful, Optimistic, Humble, Kind Brands: Aveeno, Dove, ToysRUs, Snow White, Forrest Gump

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The EXPLORER

‘Don’t fence me in’

Traits: Autonomous, Authentic, Adventurous Brands: The North Face, Jeep, Steve Irwin

The LOVER

‘You’re the only one’

Traits: Passionate, Sensual, Romantic Brands: Victoria Secret, Lindt, Dior

The CREATOR

‘If you can dream it, it can be done’

Traits: Creative, Inspirational, Daring Brands: Lego, Crayola, Adobe, Apple Martha Stewart, Iris Apfel

The REBEL

‘Rules are made to be broken’

Traits: Disruptive, Radical, Free Brands: Harley Davidson, MTV, Virgin Miley Cyrus, Willy Nelson

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The JESTER

‘You only live once’

Traits: Playful, Silly, Humourous Brands: Old Spice, Cadbury, Skittles, Will Ferrel

The SAGE

‘The truth will set you free’

Traits: Wise, Intelligent, Assured Brands: Google, National Geographic, TED Talks, Oprah, Einstein

The MAGICIAN

‘I make things happen’

Traits: Magical, Visionary, Transformational Brands: Disney, M•A•C Cosmetics, Tesla, Martin Luther King, Steve Jobs

The RULER

‘Power isn’t everything, it’s the only thing’

Traits: Leader, Responsible, Prestigious Brands: Rolex, Mercedes Benz, Hillary Clinton, Harvey Spectre

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Colour

Colour Psychology & Science

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Colour increases brand recognition up to 80%

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Red & Blue

The most used colours in logos from Fourtune’s ‘Most Admired Companies 2015’

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Blue

The most preferred colour by men and woman

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White

The least preferred colour, followed by yellow

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Are there common colours used by your competitors? Use different colours.

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Colour Psychology

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Feelings and perceptions about colour vary based

  • n context, culture,

conditioning and trends

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SLIDE 70 thelogocompany.net
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There sides to colour choose are two every story, wisely

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RED +

boldness, daring energetic, excitement love, passion provocative stimulating

ORANGE +

active, confjdent creative, exotic, fun innovative modern vibrance, vitality youthful, zestful

YELLOW +

alert, cheerful, clarity creativity friendly intellect, joyful

  • ptimism, positivity

warmth

RED –

aggressive, anger danger, fjre emergency violence

ORANGE –

caution, impulsive risky

YELLOW –

caution, cowardice envy, illness

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GREEN +

abundance, fertility health, healing, fresh money, nature, peace relaxation, renewal

BLUE +

calm, dependable stability, secure trustworthy

PURPLE +

creativity, courage magic, mystery, luxury passion, power protection, royalty success, wealth

GREEN –

inexperience envy, greed

BLUE –

melancholy unhappiness

PURPLE –

death and mourning (Bazil)

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BLACK +

balance, classic elegance, power prestige, sensuality sophistication, value

GREY +

fmexible, neutral mature, practical sensible sophisticated

WHITE +

cleanliness, health light, purity innocence, virginity spirituality

BLACK –

bad luck, death emptiness, evil mystery, negative the unknown, unapproachable

GREY –

cold, conservative dull, emotionless formal, conservative

  • ld

WHITE –

death (asian countries)

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Colour Combinations

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Fonts

Font psychology & pairings

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Fonts are the ‘visual voice’

  • f your brand. As such,

they will either support

  • r sabotage your brand’s

legitimacy & message

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SLIDE 79 Tracey Berglund, via The New Yorker
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SLIDE 80 Tracey Berglund, via The New Yorker
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SLIDE 81 Tracey Berglund, via The New Yorker
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SLIDE 82 Tracey Berglund, via The New Yorker
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SLIDE 83 Tracey Berglund, via The New Yorker
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Typefaces

The visual tone of voice of your brand

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SERIF

Traditional | Sophisticated | Reliable | Formal

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SERIF

Traditional | Sophisticated | Reliable | Formal

Slab Serif

Bold | Solid | Trendy | Friendly

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SERIF

Traditional | Sophisticated | Reliable | Formal

Script

Elegant | Classic | Sophisticated | Stylish

Slab Serif

Bold | Solid | Trendy | Friendly

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SERIF

Traditional | Sophisticated | Reliable | Formal

SANS-SERIF

Modern | Clean | Geometric | Universal

Script

Elegant | Classic | Sophisticated | Stylish

Slab Serif

Bold | Solid | Trendy | Friendly

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Font pairing

Do’s and Dont’s

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CHOOSE

complimentary fonts

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MIX SERIF

and san-serif fonts

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ESTABLISH

Visual Hierarchy

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AVOID PAIRING FONTS THAT ARE TOO SIMILAR

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Create

Contrast

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Use fonts from the same family

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DON’T

use too many

fonts

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Brand Board

Putting it all together

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“ Identities are the beginning

  • f everything. They are how

something is recognized and understood. What could be better than that?”

  • Paula Scher
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Want these slides? Leave me your email address.

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@brandingbybrittany