1. Branding v. Advertising
08/28/2016 Design for Advertising
Miriam Ahmed

2. What is Branding?
Branding is the sum of the look and feel and voice of a company or organization that transfers into people's experiences and perceptions of the company or organization itself. – Adam Braun, author of Founder of Pencils of Promise
The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised. – David Ogilvy, advertising copywriter and ad agency founder
09/5/2013 Design for Advertising

3. What is Branding?
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.
A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name.
Branding can be applied to the entire corporate identity as well as to individual product and service names.
09/5/2013 Design for Advertising

4. Securing a Brand Trademark
Brands are usually protected from use by others by securing a trademark or service mark from an authorized agency, usually a government agency.
Before applying for a trademark or service mark, you need to establish that someone else hasn't already obtained one for your name. Although you can do the searching yourself, it is common to hire a law firm that specializes in doing trademark searches and managing the application process, which, in the United States, takes about a year.
Once you've learned that no one else is using it, you can begin to use your brand name as a trademark simply by stating it is a trademark (using the "TM" where it first appears in a publication or Web site). After you receive the trademark, you can use the registered symbol after your trademark.
09/5/2013 Design for Advertising

5. Visual Representation of a Brand
Brands are often expressed in the form of logos, graphic representations of the brand.
A company's brands and the public's awareness of them is often used as a factor in evaluating a company. Corporations sometimes hire market research firms to study public recognition of brand names as well as attitudes toward the brands.
09/5/2013 Design for Advertising

6. Visual Representation of a Brand
A brand has a defined corporate identity which consists of
Graphic Mark
Corporate colors
Corporate typefaces
Brand persona (values, personality, attitude, approach)
Rhetorical standards
Imagery standards
The approved usage guidelines, limits and restrictions are all defined within a Brand Style Guide, eg:
09/5/2013 Design for Advertising

7. Visual Representation of a Brand
Graphic Mark: any word, name, symbol, or device, or any combination, that identifies and distinguishes one entity from another entity. In commerce, this mark is commonly called a trademark.
Wordmark – an organization’s name designed in a unique and distinctive style
Symbol/ Icon – a graphic identifier
Character Mark – using a character as a symbol (eg. Frosted Flakes’ Tony the Tiger, Geico’s Gecko, Pillsbury Doughboy)
Logo/ Signature – combination of the word mark and the symbol
09/5/2013 Design for Advertising

8. Visual Representation of a Brand
Primary Mark v. Secondary Mark
All brands have a primary Graphic Mark. Many brands also use a secondary mark or Icon in their branding. Character Marks are usually secondary marks. As a designer, you need to be able to tell the difference and use the correct mark according to the brand’s style guide.
PRIMARY MARK SECONDARY ICON
09/5/2013 Design for Advertising

9. Visual Representation of a Brand
Unit Signatures
Many brands have unit signatures to brand their subsidiaries. These can include the primary mark, or be separate marks.
PRIMARY MARK UNIT SIGNATURES
09/5/2013 Design for Advertising

10. Branding: How to Use a Graphic Mark
Repetition – Use your logo, and use it over and over. Put it in front of your audience as much as possible.
Stay True to the Logo – Use only your logo. If you must use other design elements, use elements that come from your logo or secondary icons defined by the style guide so that your audience connects the design to your brand. Introducing elements to the design that don't connect to your brand will weaken the presence of your brand, it will decrease the chance that viewers will remember your brand
Consistency – Every instance of your logo must be identical in proportion, typeface, color scheme, arrangement.
09/5/2013 Design for Advertising

11. Advertising v. Branding
Branding usually refers to creation and use of the corporate identity elements.
Advertising usually refers to the Big Idea, concept or theme used to promote the brand’s goods/services via single ad or a campaign series connected by a common Big Idea. Advertising usually incorporates many elements that are not defined in the brand’s style guide.
The two can sometimes overlap, but as a designer, you need to know the difference.
Eg. There are “branding campaigns” – advertisements that do not incorporate any Big Idea other than that of the brand itself.
If a client asks for advertising, he/she is most likely expecting an in-depth, conceptual ad campaign driven by a Big Idea distinct from the brand’s visual identity, but tied to the brand.
09/5/2013 Design for Advertising

12. Advertising v. Branding
Branding comes first. It is impossible to advertise a brand unless the brand exists!
Follow the correct process to develop a strong visual identity, and a guide to govern its use. This is the most important part. Don’t skip steps!
Once a brand is established, advertising will follow the brand - ie. stay true to the brand and promote its values organically
09/5/2013 Design for Advertising

13. Advertising or Branding?
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14. Advertising or Branding?
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15. Advertising or Branding?
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16. Advertising or Branding?
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17. Advertising or Branding?
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18. Advertising or Branding?
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19. Advertising or Branding?
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20. Advertising or Branding?
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