Guerrilla Marketing campaign presentation
What is BRAND
? Brand vs. Branding vs. Visual Identity vs. Logo
is a relationship between customers and the business; how people perceive your company as a whole.
Brand visual identity
is the collection of elements; the visual aspects that form part of the overall brand
is a process; the actions you take to build a certain image of your company.
is a symbol that identifies a brand (or business) in its simplest form via the use of a mark or icon.
Some of the terms related to branding:
• brand positioning – is how the brand is perceived in the context of competitive alternatives
• brand promise – is the unique value proposition (brand benefit e.g. for Volvo is “safety.”)
• brand essence – is the “heart and soul” (e.g. for Starbuck’s is “Rewarding everyday moments”)
• brand associations – are anything that people link or associate with the brand in their minds.
• brand personality – is the composite of personality traits (e.g. trustworthy, friendly, innovative)
• brand voice – how does your brand speak? Do you use teenagers’ language or you’re more serious?
• brand values – they define the guides your company’s decision-making (focusing on the needs of target audience, or considering the impacts the products have on customers, etc.)
Brand positioning formula
BRAND VISUAL IDENTITY
Brand visual identity is the face of a brand. It helps to mold the brand personality, which in turn builds the perception of your brand in the minds of your customers.
Brand visual identity system (as any visual identity) is a master plan that coordinates every aspect of graphic design material a company.
It consists of elements like:
• logo (and different logo lockups)
• key colors (color palette)
• corporate typefaces
• standard typographic treatments
• consistent style for images
• library of graphic elements
• tone of voice
Some of the basic applications for a visual identity system are logos, stationary, packaging, editorial materials (brochures, annual reports), posters, promotional advertising the product or a service), and packaging.
When you create a visual identity system, your objectives are: establish an image for the company, express the personality and spirit for the company, create the appropriate design, create a system immediately identified with the company that will stand against the competition.
(For example, you can immediately recognize the “Target” design in print and on TV for some features like: the logo-red target, red colors, red target pattern on dresses, bags, even on a dog’s eye, image of energetic young people, etc.).
BRAND VISUAL IDENTITY PROJECT
For this project you can use any Adobe software unless specifically indicated