Branding – What’s the

Message?
 Overview
 Branding: burning an image into the consumer’s mind.
 Logos and Images
 Slogans
 Mascots
 Spokespeople – endorsements
 Voices
 Strategic Partnerships
 Use of special guest appearances
General Rules for a Successful Logo
 It is usually:
 very simple in design (simple drawing or symbol is
used)
 easy to understand, even at a distance

 one or two colors

 presented in a simple way and is easy to read

 LogoDesignGuru.com
 Symbol that represents a product or company.
 Can benefit the company.
 Represents a company's personality and worth.
 Its uniqueness provides a great advantage to
your product if it is recognizable (vs.
competition)
 Pepsi logo no longer needs to be accompanied
by its name; the symbol says it all.
Logo Quiz
 Slogans or Taglines
 When a brand’s advertising is:
 Changed (America Runs on Dunkin)
 Undergoes new thinking (I’m Lovin It)

 Introducing new products or services (Moving

Forward)
 More Slogans
 Can you name other slogans?
 Why are some so easy to remember?
Corporate Mascots
More Mascots
 Other Mascots
 Can you name other mascots used by companies
or organizations?
 Are they effective? Why or why not?
 Special Guest Appearances
 Who’s seen a famous person (musician,
celebrity, athlete) somewhere and remember the
person and location?
 The location becomes part of the experience.
 Who would you have suggested for the Grand
Opening of Barnes and Nobles at Derby St.
Shoppes? Why?
 Conclusion
 Importance of building a brand identity.
 Connecting, associating, communicating a
message – a way of life – to an audience.
 What is branding and why is branding
important?
 Small Group Activity
20 minutes: Each group will create a “brand” for
two local businesses by choosing a
spokesperson/mascot, slogan and logo for:
 Either Foreign or local business of your
choice

Be prepared to describe your decisions and

specifically what message you’re sending to your
audience.
THANK YOU!