While many people think of their brand as a memorable logo or signature color, companies with enduring brands know it takes much more. In this hands-on workshop, we will walk through how to build the foundation for a meaningful brand that attracts customers and keeps them coming back for more. Join Shaina Rozen and Tanya Gagnon to learn easy exercises your team can use to define or improve your market positioning, messaging, and visual design.
20. Elements of a strong brand
Verbal Visual
Brand
Experience
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21. The verbal side of branding
• The core concept or brand story
• Mission or deeper purpose
• Positioning
• Audience personas
• Voice and tone
• Messaging
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22. The visual side of branding
• Logo or visual mark
• Signature colors and typefaces
• Design elements
• Imagery
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23. The overall brand experience
• The customer experience
• Company culture and values
• Quality of the product or service
• Harnessing all the senses
• Consistency in every interaction touchpoint
@ShainaRozen + @TanyaGagnon
25. Verbal exercise
Determining your true differentiation
What truly makes my company different from
my competitors and peers?
• What do my customers care about most?
• What position can I own in their minds?
@ShainaRozen + @TanyaGagnon
27. Visual exercise
Translating the intangible
• How do I use design to differentiate?
• How do I show brand personality?
• How can I connect emotionally?
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29. Imagery with brand personality
• Create a library of 5-10 brand images
• Use your core values on the initial stock image search
• Add additional words to customize your image search
Brand colors
Brand personality traits
Emotional triggers
Brand storyline
• Choose images that have the same look and feel
• Choose images with space
• Keep both print and web in mind
• Combine illustrations and photography
@ShainaRozen + @TanyaGagnon