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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 [email protected]
@AmandaGabbert1 on Twitter
Caitlin [email protected]
@charveycaitlin on Twitter