The document discusses branding and defines it as "a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers." It notes that branding is about getting prospects to see a company as the only provider of a solution to their problem, rather than just choosing a company over competitors. Good brands clearly deliver their message, build trust, connect emotionally, and motivate and create customer loyalty. The rest of the document provides tips on defining a company's brand through its products/services, qualities, target market, tagline, and developing a brand personality.

1. Melissa Sorrick
Graphic Design, Art Direction and Interaction Design

2. Yearbook

4. London: Fall Line Magazine

5. Coffey Communications

6. Icons

7. Rapid Solutions Group

8. Advanstar Communications

9. iPads, Signage & Invitations

10. GAME TIME!!!!!!!!!!!!!!!

11. Name these brands...

12. Answers

13. Try these...

14. How did you do?

15. Branding: What is it?
"name, term, sign, symbol
The American Marketing Association (AMA) defines a brand as a
or design, or a combination of them intended to identify
the goods and services of one seller or group of sellers
and to differentiate them from those of other sellers.

16. Branding is NOT: getting your target market to choose you over the competition
Branding is: getting your prospects to see you as the only one that provides a solution to their problem

17. Good brands include:
Clearly delivered message
Trustworthy
Connects to users on an emotional level
Motivates the buyer (I want it now! Why?)
Create Loyalty (I only buy this brand. Why?)

18. What is branding really?
Branding is the sum total of their experiences
and perceptions, some of which you can influence,
and some that you cannot.
It's important to spend time
investing in researching, defining,
and building your brand.

19. Let’s Define your brand...
What products and/or services do you offer?
Define the qualities of these services and/or products.
(Ex. our dessert is creamy, sweet and hand scooped)
What separates you from other places?
Who is your target market?
Who do your products and services attract?
What is the tagline of your company?

20. Create a personality!
What if the gelato place was a person?
Boy or Girl?
Name?
Favorite pastime?
Favorite food besides gelato?
Personality characteristics?
What else do you guys want to add?
What is the character like? What qualities stand out? Is the personality
of your company innovative, creative, energectic, or sophisticated?

21. How do I use this?
What would XXX want? Why would XXX go there? What
would XXX like to see offered?
So, when you are talking about your brand think about
XXX and what he/she would remember and share with
friends...