During this week’s lecture, we discussed presenting and branding.

Branding

Branding is creating and managing a company's brand identity, including its visual design, logo, and tone of voice. The goal of branding is to create a distinct identity for a company in the minds of consumers so that they associate the brand with its products or services.

Why is a Brand Needed?

Branding aims to earn space in the target audience’s minds and become their preferred option for doing business. Brands are an effective way for companies to communicate their vision and emotionally connect with their audience.

What is Included?

• Values - what the brand believes in

• Name

• Taglines / Messaging / Content

• Logomark / Wordmark

• Tone of voice - represents personality and values

• Typography

• Imagery

• Colour

• Touchpoints & Application

Values

Values aim to encompass the brand’s views and beliefs. They are necessary to establish an emotional connection with their target audience, as they see that the brand believes in something.

Words and Language

The way a brand makes use of language portrays its values and how it wants to be seen by the audience. This ties in with the tone of voice chosen by the brand, which reflects what kind of audience it wants to bring in.

Naming

An effective name must be chosen for a brand, as this is what represents it first and foremost and what the audience remembers.