Download - Gateway STEM Branding Presentation
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Today’s Careers in Tech, Digital and Online
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• What is Branding?
• Branding examples
• Characteristics of Branding
• Careers in Branding
• ‘Before and After’
• Exercises
Today’s Presentation…
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What is Branding?
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Branding- A Formal Definition
Brand is the “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”-Wikipedia
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Branding – A Non Formal Definition
“To put it in a nutshell you could describe a ‘brand’ as an organization, service or product with a ‘personality’ that is shaped by the perceptions of the audience.
On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.”
-justcreative.com
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Can you guess the brand?
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Parts of Branding
“A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product.”-justcreative.com
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BrandingExamples / Types?
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Packaging Design
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Stationary
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Marketing/Content
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Typography
BODONI
HELVETICA
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Website Content and Design
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Mobile Website
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Mobile App
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Brand Identity – successful logo redesign
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Brand Identity – unsuccessful logo redesign
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Good content example
Brand Identity – successful content
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Bad content example
Brand Identity – unsuccessful content
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More on Branding“
You do not build brand value by saying how cheap you are. You build brand value by saying how special you are.”-Larry Light, US Brand Consultant
Unless you have absolute clarity of what your brand stands for, everything else is irrelevant.” Mark Baynes, Global CMO, Kellogg Co.
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Who creates a company’s brand?
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• Graphic Designer• Social Media Marketer• Internet Marketer• Copywriter• Marketing
Assistant/Coordinator/Manager
Careers in Branding
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Graphic Designer: Requirements
• Creative• Observant• Attention to
Detail• Organized• Computer Skills/
Software Knowledge
• Problem Solving• Diplomatic• Confident
Skills• AFA (Freelance,
Production Designer)• BFA• Graphic Design,
Visual Communications
• Secondary Degrees• Business• Art History• Communications
Education
• Familiarity with major design software:• Adobe Creative
Suite:• Photoshop• Illustrator• InDesign• Dreamweaver• Flash
• Build portfolio• Internships (paid and
non-paid)
Background
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Marketing Professional: Requirements
• Verbal and written communications
• Problem solving• Organized• Trend savvy (in
that industry)• Experience with
computer programs and social media
Skills• BA in:
• Marketing• Advertising• Communications• Business
Education
• Familiarity with Microsoft Office software
• Build writing portfolio
• Internships (paid and non-paid)
Background
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Graphic Design Jobs
• Freelance– What is it?
• somebody who is self-employed and is not committed to a particular employer long term
• Can be represented by a company or can work on your own and find your own clients
– Pros vs. Cons• PRO: set your own hours & work from home• CON: Issues with people paying you for your work,
inconsistent pay checks, dealing with the business side rather than focusing on the design
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Graphic Design Jobs
• Agency Designer– What is it?
• Somebody who works for a company that has multiple clients, designing for multiple brands
– Pros vs. Cons• PRO: get to work on a lot of different projects with
different styles and needs, doesn’t get boring because you are always working on something new, steady paycheck
• CON: marketing can interfere with your ideas as a designer, design by committee
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Graphic Design Jobs
• Corporate/Single Client Designer– What is it?
• Designer for a specific brand, set identity, follow brand guidelines
– Pros vs. Cons• PRO: steady paycheck, experience• CON: button pusher, not a lot of room for creativity
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Marketing Jobs
Marketing/Advertising Agency Client SideVS
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Before & AfterHow design and marketing
can affect your brand…
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BEFORE
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AFTER
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BEFORE
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AFTER
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Your Turn!We put YOU in the shoes of a Brand
Strategist
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Client SuggestionsScenario: You work for a Graphic
Design Agency. You are in a meeting with your client, Samsung, to review the latest mock-up of their new poster. The client thinks there is too much white space and wants to “fill it in.” You disagree, the design is bold and focuses on the product.
Challenge: Discuss with your group and write a professional response to the client.
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Unfamiliar Client IndustryScenario: You just gained a new
client, TricorBraun, from the Industrial Packaging Industry. You are tasked with designing their corporate website. You have no idea what they do as a company or how to represent them as a designer.
Challenge: Discuss with your group and write three things your team could do to learn more about TricorBraun and three questions you would ask the client before starting the website design.
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Content CommunityScenario: You work for the Ray-
Ban’s social media team. You want to use social media to build brand engagement and community with your customers.
Challenge: Describe a social media contest designed to create a community among Ray-Ban’s customers. Remember to consider all social platforms (Facebook, Pinterest, YouTube, etc.)
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Questions?
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Amanda [email protected]
@AmandaGabbert1 on Twitter
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@charveycaitlin on Twitter