Gateway STEM Branding Presentation

1. Today‟s Careers in Tech, Digital and Online

2. Today‟s Presentation…
• What is Branding?
• Branding examples
• Characteristics of Branding
• Careers in Branding
• „Before and After‟
• Exercises

3. What is Branding?

4. 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

5. 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

6. Can you guess the brand?

7. 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

8. Branding
Examples / Types?

9. Packaging Design

10. Stationary

11. Marketing/Content

12. BODONI
HELVETICA
Typography

13. Website Content and Design

14. Mobile Website

15. Mobile App

16. Brand Identity –
successful logo redesign

17. Brand Identity –
unsuccessful logo redesign

18. Good content example
Brand Identity –
successful content

19. Bad content example
Brand Identity –
unsuccessful content

20. More on Branding
“ Unless you have absolute clarity of what your brand stands for,
everything else is irrelevant.” Mark Baynes, Global CMO, Kellogg
Co.
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

21. Who creates a company‟s
brand?

22. Careers in Branding
• Graphic Designer
• Social Media Marketer
• Internet Marketer
• Copywriter
• Marketing
Assistant/Coordinator/Manager

23. Graphic Designer:
Requirements
Skills Education Background
• Creative • AFA (Freelance, • Familiarity with
• Observant Production major design
• Attention to Designer) software:
• BFA
Detail • Adobe Creative
• Graphic Design,
• Organized Visual
Suite:
• Computer Communications • Photoshop
Skills/ • Secondary Degrees • Illustrator
Software • Business • InDesign
Knowledge • Art History • Dreamweaver
• Problem • Communications • Flash
Solving • Build portfolio
• Diplomatic • Internships (paid
• Confident and non-paid)

24. Marketing Professional:
Requirements
Skills Education Background
• Verbal and • BA in: • Familiarity with
written • Marketing Microsoft Office
communications • Advertising software
• Communications
• Problem • Build writing
• Business
solving portfolio
• Organized • Internships (paid
• Trend savvy and non-paid)
(in that
industry)
• Experience
with computer
programs and
social media

25. 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

26. 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

27. 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

28. Marketing Jobs
Marketing/Advertising Agency VS Client Side

29. Before & After
How design and marketing
can affect your brand…

30. BEFORE

31. AFTER

32. BEFORE

33. AFTER

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

35. Client Suggestions
Scenario: 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.

36. Unfamiliar Client Industry
Scenario: 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

37. Content Community
Scenario: 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

38. Questions?
Amanda Gabbert
amanda.gabbert@thenetimpact.com
@AmandaGabbert1 on Twitter
Caitlin Harvey
caitlin.harvey@thenetimpact.com
@charveycaitlin on Twitter
www.thenetimpact.com #TXCHANGE
@TheNetImpact on Twitter