Transcript Branding v Advertising

Branding v. Advertising
08/28/2016 Design for Advertising
Miriam Ahmed
What is Branding?
• Branding is the sum of the look and feel and voice of a
company or organization that transfers into people's
experiences and perceptions of the company or organization
itself.
– Adam Braun, author of Founder of Pencils of Promise
• The intangible sum of a product's attributes: its name,
packaging, and price, its history, its reputation, and the way it's
advertised.
– David Ogilvy, advertising copywriter and ad agency founder
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What is Branding?
A brand is a product, service, or concept that is publicly
distinguished from other products, services, or concepts so
that it can be easily communicated and usually marketed.
A brand name is the name of the distinctive product, service, or
concept. Branding is the process of creating and
disseminating the brand name.
Branding can be applied to the entire corporate identity as well
as to individual product and service names.
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Securing a Brand Trademark
Brands are usually protected from use by others by securing a
trademark or service mark from an authorized agency, usually
a government agency.
Before applying for a trademark or service mark, you need to
establish that someone else hasn't already obtained one for
your name. Although you can do the searching yourself, it is
common to hire a law firm that specializes in doing trademark
searches and managing the application process, which, in the
United States, takes about a year.
Once you've learned that no one else is using it, you can begin
to use your brand name as a trademark simply by stating it is
a trademark (using the "TM" where it first appears in a
publication or Web site). After you receive the trademark, you
can use the registered symbol after your trademark.
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Visual Representation of a Brand
Brands are often expressed in the form of logos, graphic
representations of the brand.
A company's brands and the public's awareness of them is often
used as a factor in evaluating a company. Corporations
sometimes hire market research firms to study public
recognition of brand names as well as attitudes toward the
brands.
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Visual Representation of a Brand
A brand has a defined corporate identity which consists of
• Graphic Mark
• Corporate colors
• Corporate typefaces
• Brand persona (values, personality, attitude, approach)
• Rhetorical standards
• Imagery standards
The approved usage guidelines, limits and restrictions are all
defined within a Brand Style Guide, eg:
http://miryum.com/hu/designforadvertising/styleguides.html
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Visual Representation of a Brand
Graphic Mark: any word, name, symbol, or device, or any
combination, that identifies and distinguishes one entity from
another entity. In commerce, this mark is commonly called a
trademark.
• Wordmark – an organization’s name designed in a
unique and distinctive style
• Symbol/ Icon – a graphic identifier
• Character Mark – using a character as a symbol
(eg. Frosted Flakes’ Tony the Tiger, Geico’s Gecko, Pillsbury Doughboy)
• Logo/ Signature – combination of the word mark
and the symbol
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Visual Representation of a Brand
Primary Mark v. Secondary Mark
All brands have a primary Graphic Mark. Many brands also use a
secondary mark or Icon in their branding. Character Marks are
usually secondary marks. As a designer, you need to be able
to tell the difference and use the correct mark according to
the brand’s style guide.
PRIMARY MARK
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SECONDARY ICON
Visual Representation of a Brand
Unit Signatures
Many brands have unit signatures to brand their subsidiaries.
These can include the primary mark, or be separate marks.
PRIMARY MARK
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UNIT SIGNATURES
Branding: How to Use a Graphic Mark
Repetition – Use your logo, and use it over and over. Put it in
front of your audience as much as possible.
Stay True to the Logo – Use only your logo. If you must use
other design elements, use elements that come from your logo
or secondary icons defined by the style guide so that your
audience connects the design to your brand. Introducing
elements to the design that don't connect to your brand will
weaken the presence of your brand, it will decrease the
chance that viewers will remember your brand
Consistency – Every instance of your logo must be identical in
proportion, typeface, color scheme, arrangement.
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Advertising v. Branding
Branding usually refers to creation and use of the corporate
identity elements.
Advertising usually refers to the Big Idea, concept or theme used
to promote the brand’s goods/services via single ad or a
campaign series connected by a common Big Idea.
Advertising usually incorporates many elements that are not
defined in the brand’s style guide.
The two can sometimes overlap, but as a designer, you need to
know the difference.
Eg. There are “branding campaigns” – advertisements that do
not incorporate any Big Idea other than that of the brand itself.
If a client asks for advertising, he/she is most likely expecting an
in-depth, conceptual ad campaign driven by a Big Idea distinct
from the brand’s visual identity, but tied to the brand.
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Advertising v. Branding
Branding comes first.
It is impossible to advertise a brand unless the brand exists!
Follow the correct process to develop a strong visual identity,
and a guide to govern its use. This is the most important part.
Don’t skip steps!
Once a brand is established, advertising will follow the brand ie. stay true to the brand and promote its values organically
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Advertising or Branding?
09/5/2013 Design for Advertising
Advertising or Branding?
09/5/2013 Design for Advertising
Advertising or Branding?
09/5/2013 Design for Advertising
Advertising or Branding?
09/5/2013 Design for Advertising
Advertising or Branding?
09/5/2013 Design for Advertising
Advertising or Branding?
09/5/2013 Design for Advertising
Advertising or Branding?
09/5/2013 Design for Advertising
Advertising or Branding?
09/5/2013 Design for Advertising