branding and identity design Cheatsheet by angel

Unit 1: Introduction to Branding

Defining Branding

Branding: It’s more than just a logo. It’s the promise you make to your customers—what they can expect from your products or services.

Think of it as the ‘personality’ of your company. For example, Apple’s brand promises innovation and user-friendliness.

Importance of Branding:

Creates recognition: Helps customers remember you.
Builds trust: Consistency builds customer confidence.
Drives customer loyalty: Happy customers stick around.

Quick Recall: Branding = Promise + Personality

Evolution of Branding

Historical Perspective:

Early Days: Started with simple trademarks to identify products (like a craftsman’s mark).
Mid-20th Century: Branding became about creating a specific image and associating emotions with products (think advertising boom).
Digital Age: Now, it’s about building relationships and experiences through digital channels.

Key Takeaway: Branding has evolved from simple identification to complex relationship-building.

Types of Branding

Corporate Branding: The overall image of a company. Example: Google’s brand is about innovation and accessibility.	Personal Branding: Creating a brand around an individual. Example: Influencers or thought leaders.
Product Branding: Branding a specific product. Example: iPhone as a premium, innovative product.	Service Branding: Branding a service rather than a product. Example: Zomato focusing on convenient food delivery.
Fun Fact: A company can have different brand strategies for its corporate image, individual products, or services.

Key Concepts

Brand Value: The worth of a brand in monetary terms. A strong brand can command higher prices.

Brand Equity: The perceived value of a brand based on customer experiences. High equity means strong loyalty.

Brand Personality: Human characteristics associated with a brand (e.g., Dove is ‘caring,’ Harley Davidson is ‘rebellious’).

Unit 2: Brand Identity Design

Components of Brand Identity

Logo: Visual symbol representing the brand. Memorable and recognizable.

Typography: Font choices that reflect the brand’s personality. Elegant, modern, playful, etc.

Color Palette: Colors associated with the brand, evoking certain emotions.

Imagery: Photos, illustrations, and graphics that communicate brand values.

Example: McDonald’s uses a golden arch (logo), a friendly font (typography), and warm colors (color palette) to create a welcoming image.

Psychology of Colors & Shapes

Colors: Blue: Trust, stability (e.g., banks). Red: Excitement, energy (e.g., Coca-Cola). Green: Nature, health (e.g., organic brands). Yellow: Optimism, happiness (e.g., fast food).	Shapes: Circles: Unity, harmony. Squares: Stability, reliability. Triangles: Power, energy. Note: These are general associations; context matters!
Fun Fact: Color perception can vary across cultures. Do your research!

Designing Consistent Brand Visuals

Consistency is key! Use the same logo, colors, fonts, and imagery across all platforms (website, social media, packaging). This reinforces brand recognition.

Principles:

Clarity: Ensure visuals are clear and easy to understand.
Simplicity: Avoid clutter; less is often more.
Relevance: Visuals should align with brand values and target audience.

Case Studies

Nike: The ‘swoosh’ logo is instantly recognizable, representing movement and athleticism. Their consistent use of motivational imagery reinforces their brand message.

Apple: Minimalist design, clean typography, and consistent messaging across all products and marketing materials communicate simplicity and innovation.

Unit 3: Branding Strategies and Positioning

Understanding Target Audience

Target Audience: Who are you trying to reach? Understanding their needs, preferences, and behaviors is crucial.

Market Research: Gathering data about your target audience and competitors. Surveys, interviews, and online analytics can help.

Example: A luxury car brand would target high-income individuals who value status and performance. Their marketing would focus on these aspects.

Brand Positioning & Differentiation

Brand Positioning: How your brand occupies a unique space in the minds of your target audience. What makes you different from competitors?	Differentiation: Highlighting unique features or benefits that set you apart. This could be price, quality, innovation, or customer service.
Example: Volvo positions itself as the safest car brand. This is their unique selling proposition.

Brand Story & Voice

Brand Story: The narrative behind your brand—its origins, values, and mission. Makes the brand relatable.

Brand Voice: The tone and style of communication. Should be consistent across all channels (e.g., formal, informal, humorous).

Example: TOMS Shoes has a compelling brand story about giving shoes to children in need. Their voice is compassionate and socially conscious.

Digital Branding & Social Media

Digital Branding: Extending your brand presence online through websites, social media, and online advertising.

Social Media Strategies: Using social media platforms to engage with your target audience, build brand awareness, and drive traffic to your website.

Key Strategies:

Consistent posting schedule
Engaging content (videos, images, stories)
Responding to comments and messages promptly
Using relevant hashtags

Unit 4: Challenges in Branding

Rebranding: When & How

Rebranding: Changing a brand’s image or identity. This could involve a new logo, messaging, or even a change in brand values.

When to Rebrand:

Brand image is outdated.
Company has undergone significant changes (e.g., merger, new target market).
Negative brand reputation.

How to Rebrand:

Conduct thorough research.
Define clear objectives.
Develop a new brand strategy.
Communicate the changes to stakeholders.

Cultural Sensitivity

Cultural Sensitivity: Being aware of cultural differences and avoiding offensive or insensitive branding choices.

Importance: Prevents alienating potential customers and damaging brand reputation.

Example: Using appropriate imagery, language, and symbolism in different markets.

Ethical Issues & Brand Authenticity

Ethical Issues: Avoiding deceptive advertising, promoting harmful products, or exploiting workers.

Brand Authenticity: Being genuine and true to your brand values. Customers value authenticity.

Example: Patagonia is known for its commitment to environmental sustainability. This aligns with their brand values and resonates with their target audience.

Managing Brand Crises

Brand Crisis: An event that threatens a brand’s reputation.

Key Steps:

Respond quickly and transparently.
Acknowledge the issue and apologize if necessary.
Take corrective action.
Communicate with stakeholders (customers, employees, media).

Example: A food company facing a contamination scare would need to recall affected products and communicate openly with customers.