Gateway STEM Branding Presentation

Today’s Careers in Tech, Digital and Online

• What is Branding?

• Branding examples

• Characteristics of Branding

• Careers in Branding

• ‘Before and After’

• Exercises

Today’s Presentation…

What is Branding?

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

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

Can you guess the brand?

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

BrandingExamples / Types?

Packaging Design

Stationary

Marketing/Content

Typography

BODONI

HELVETICA

Website Content and Design

Mobile Website

Mobile App

Brand Identity – successful logo redesign

Brand Identity – unsuccessful logo redesign

Good content example

Brand Identity – successful content

Bad content example

Brand Identity – unsuccessful content

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.

Who creates a company’s brand?

• Graphic Designer• Social Media Marketer• Internet Marketer• Copywriter• Marketing

Assistant/Coordinator/Manager

Careers in Branding

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

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

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

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

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

Marketing Jobs

Marketing/Advertising Agency Client SideVS

Before & AfterHow design and marketing

can affect your brand…

BEFORE

AFTER

BEFORE

AFTER

Your Turn!We put YOU in the shoes of a Brand

Strategist

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.

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.

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.)

Questions?

www.thenetimpact.com@TheNetImpact on Twitter

#TXCHANGE

Amanda Gabbertamanda.gabbert@thenetimpact.com

@AmandaGabbert1 on Twitter

Caitlin Harveycaitlin.harvey@thenetimpact.com

@charveycaitlin on Twitter