Branding your AssociationLearning Exchange

DisclaimerAll logos and brands referenced in this material

are registered properties of their respective owners and are used for illustration purposes only.

Branding

Introduction

Elements

Samples

What is a brand?

Branddenotes propertyor ownership

Brand(n.)name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers

Ownership Distinction Excellence

Branding(v.)an on-going process of executing and implementing a brand

Branding(v.)an on-going process of executing and implementing a brand

(v.)an on-going process of executing and implementing a brand

What are the elements of a brand?

Brand = Logo

Brand =Anatomy(Visual, physical)

+Psychology(Mental, emotional)

Brand

Brand

Brand Anatomy

Logo• Symbol or visual design

• Adopted by an organization

• Identify itself and its products or services

Typography• Look and character of letters

• Specified font

• Complements the logo

Colours• Association to mood, emotion and

personality

• Add distinction

Colours• Association to mood, emotion and

personality

• Add distinction

Tagline• Short and memorable statement

• Emotional connection to the brand

• Different from a slogan

Brand Anatomy

Logo

Typography

Colours

Tagline

Brand Psychology

Brand Positioning StatementA brief and clear expression of how the brand wants to be viewed in the minds of its target audience

Brand Positioning Statement•Target audience•Brand category•Competitive frame•Differentiation

Brand Positioning StatementTo urban dwelling, educated, techno-savvy consumers (target audience) looking for car rental (brand category), Zipcar is the car-sharing service (competitve frame) that saves money and the environment (differentiation).

Brand PromiseA statement that defines the one thing the brand guarantees in the target audience’s minds

Brand EssenceA short phrase that captures the intrinsic quality of the brand

Brand ValuesA set core of values and qualitiesthat guides a brand’s behaviour

Brand ValuesA set core of values and qualitiesthat guides a brand’s behaviour

W E

S

N

Brand VoiceThe tone and manner the brand employs in its communications

Brand ImageThe look and feel of images that reflect the brand in its communications

Brand Psychology

Positioning StatementPromiseEssenceValuesVoiceImage

Samples

We speak to the heart and mind of diversity

Stationery

a Brand is…• a culture• an asset

Branding is…• a process• on-going

Thank you.

215 Spadina Avenue, Suite 560Toronto, ON M5T 2C7T 416.866.8882F 416.866.8883E info@avcommunications.ca

avcommunications.ca