1. CASE STUDY
Building a Brand

2. WARM-UP
Who am I?

3. Session Objectives Increase brand visibility for a specific company.
Warm-Up | Who am I?
Session Objectives
Increase brand visibility for a specific company.
Create strategic messaging.
Create an identity package, including a new logo, to showcase the depth of knowledge, strong values, and longevity and industry experience represented in a specific company.
Identify how they personally want to be seen by thinking of themselves as a brand and including this in their goals and plans for the future.

4. Who am I? Identity Crisis
Warm-Up | Who Am I?
Who am I?
Identity Crisis
A period or instance of emotional upset, often occurring in teens but sometimes in adults, when a person tries to define his or her sense of self and social role

5. Warm-Up | Who Am I?
Who am I?
Today you are you! That is truer than true! There is no one alive who is you-er than you!”
- Dr. Seuss
Oh, the Places You’ll Go!

6. Warm-Up | Who Am I?
Who am I?
Q: Who are you?
A: ___________________

7. ACTIVITY ONE
What is Branding?

8. How do you create a unique brand that supports your ultimate goal?
Activity 1 | What is Branding?
Essential Question
How do you create a unique brand that supports your ultimate goal?

9. Activity 1 | What is Branding?
What’s a Picture Worth?

10. Activity 1 | What is Branding?
Know the Lingo
Brand
A name and symbol identifying one company’s identity, product, or service from its competitors in an attempt to make an impression on current customers and target market
Brand Image
The perception of a brand in the marketplace
Logo
A brand’s physical representation that may be a graphic element alone, a combination of graphic and type, or only type with a distinctive color, style, and font

11. Steps to Branding 1. UNDERSTANDING 2. DIFFERENTIATING 3. IDENTIFYING
Activity 1 | What is Branding?
Steps to Branding
1. UNDERSTANDING
Business
Market
Competition
2. DIFFERENTIATING
Unique qualities
Competitive advantage
3. IDENTIFYING
Look
Style
Feeling created
4. APPLYING
Promotion
Visibility
Mission & Vision–Culture Customers–Strategy–Research
Service–Values–Advantage Process–Audience
Logo–Slogan–Color Palette Imagery Style–Presentation
Website–Social Media Print Materials– –Advertising

12. Understanding 1. UNDERSTANDING 2. DIFFERENTIATING 3. IDENTIFYING
Activity 1 | What is Branding?
Understanding
Business
Market
Competition
Mission & Vision–Culture Customers–Strategy–Research
1. UNDERSTANDING
Unique qualities
Competitive advantage
Service – Values – Advantage Process – Audience
2. DIFFERENTIATING
Look
Style
Feeling created
Logo – Slogan – Color Palette Imagery Style – Presentation
3. IDENTIFYING
Promotion
Visibility
Website – Social Media Print Materials – – Advertising
4. APPLYING

13. Differentiating 1. UNDERSTANDING 2. DIFFERENTIATING 3. IDENTIFYING
Activity 1 | What is Branding?
Differentiating
Business
Market
Competition
Mission & Vision – Culture Customers – Strategy – Research
1. UNDERSTANDING
Unique qualities
Competitive advantage
Service–Values–Advantage Process–Audience
2. DIFFERENTIATING
Look
Style
Feeling created
Logo – Slogan – Color Palette Imagery Style – Presentation
3. IDENTIFYING
Promotion
Visibility
Website – Social Media Print Materials – – Advertising
4. APPLYING

14. Identifying 1. UNDERSTANDING 2. DIFFERENTIATING 3. IDENTIFYING
Activity 1 | What is Branding?
Identifying
Business
Market
Competition
Mission & Vision – Culture Customers – Strategy – Research
1. UNDERSTANDING
Unique qualities
Competitive advantage
Service – Values – Advantage Process – Audience
2. DIFFERENTIATING
Look
Style
Feeling created
Logo–Slogan–Color Palette Imagery Style–Presentation
3. IDENTIFYING
Promotion
Visibility
Website – Social Media Print Materials – – Advertising
4. APPLYING

15. Applying 1. UNDERSTANDING 2. DIFFERENTIATING 3. IDENTIFYING
Activity 1 | What is Branding?
Applying
Business
Market
Competition
Mission & Vision – Culture Customers – Strategy – Research
1. UNDERSTANDING
Unique qualities
Competitive advantage
Service – Values – Advantage Process – Audience
2. DIFFERENTIATING
Look
Style
Feeling created
Logo – Slogan – Color Palette Imagery Style – Presentation
3. IDENTIFYING
Promotion
Visibility
Website–Social Media Print Materials– –Advertising
4. APPLYING

16. ACTIVITY ONE
(Fashion 4U)

17. Activity 2 | (Fashion 4U)
Fashion 4U Part 1
Read Part 1of the scenario. Be ready to discuss the following:
What inspired Darnell to start a clothing line?
What is unique about this clothing line?
What key challenge has John identified in planning for marketing his clothes?

18. Crafting a Brand: Understanding
Activity 2 | (Fashion 4U)
Crafting a Brand: Understanding
Business
Market
Competition
Mission & Vision–Culture Customers–Strategy–Research
1. UNDERSTANDING
Mission and Vision
A clothing line that break down barriers between teenagers by making quality, fashionable, comfortable clothing available to all sizes, shapes, and economic levels
A clothing line that celebrates individual differences and helps reduce bullying

19. Crafting a Brand: Understanding
Activity 2 | (Fashion 4U)
Crafting a Brand: Understanding
Business
Market
Competition
Mission & Vision–Culture Customers–Strategy–Research
1. UNDERSTANDING
Culture
Positivity and acceptance of all people
Customer-focused
Customer
Teens who want to look cool, regardless of shape, size, economics, or differences
Part of the conversation and development process

20. Crafting a Brand: Understanding
Activity 2 | (Fashion 4U)
Crafting a Brand: Understanding
Business
Market
Competition
Mission & Vision–Culture Customers–Strategy–Research
1. UNDERSTANDING
Strategy
Begin with jeans only–full variety styles and sizes
Targeted region for retail; online presence
Customizable options online
Customer feedback; valued customer
Targeted and limited region and online
Expansion over time

21. Crafting a Brand: Understanding
Activity 2 | (Fashion 4U)
Crafting a Brand: Understanding
Business
Market
Competition
Mission & Vision–Culture Customers–Strategy–Research
1. UNDERSTANDING
Research
Initial research complete
Continue to invest in R&D

22. Crafting a Brand: Differentiating
Activity 2 | (Fashion 4U)
Crafting a Brand: Differentiating
Unique qualities
Competitive advantage
Service–Values–Advantage Process–Audience
2. DIFFERENTIATING
Service 
Money-back guarantee
Service center staffed with real people 
Values
Quality in products and service
Individual differences
Customer feedback
Compassion and kindness in people

23. Crafting a Brand: Differentiating
Activity 2 | (Fashion 4U)
Crafting a Brand: Differentiating
Unique qualities
Competitive advantage
Service–Values–Advantage Process–Audience
2. DIFFERENTIATING
Advantage
Customizable online shopping
Unique product
Mission to help one another
Reinvest in communities
Process
Order fully customizable clothes online
Choose from variety of options retail locations

24. Crafting a Brand: Differentiating
Activity 2 | (Fashion 4U)
Crafting a Brand: Differentiating
Unique qualities
Competitive advantage
Service–Values–Advantage Process–Audience
2. DIFFERENTIATING
Audience
Teens and pre-teens who want to be comfortable, fashionable, positive, and cool
Anyone who buys clothes for teens
Teens who want to feel empowered and positive

25. Activity 2 | (Fashion 4U)
Your Assignment
Complete steps 3 and 4 for Fashion 4U. Identify the elements of the branding strategy and develop a plan to apply them.
Look
Style
Feeling created
Logo–Slogan–Color Palette Imagery Style–Presentation
3. IDENTIFYING
Promotion
Visibility
Website–Social Media Print Materials– –Advertising
4. APPLYING

26. ACTIVITY THREE
Fashion 4U Revealed

27. Activity 3 | Fashion 4U Revealed
Fashion 4U Part 2
Read Part two of the scenario. Be ready to discuss the following:
What do you think is the strongest piece of the branding package? Why?
What do you think is the weakest piece of the identity package? How could it be improved?
Do you think the identity package will be effective at reaching potential customers over all? Why or why not?

28. Crafting a Brand: Identity
Activity 3 | Fashion 4U Revealed
Crafting a Brand: Identity
Look
Style
Feeling created
Logo–Slogan–Color Palette Imagery Style–Presentation
3. IDENTIFYING
Logo: 4U
Tagline: Made 4U: U belong
Color palette: red, black, and gray for bold visual contrast

29. Brand Identity: Fashion 4U
Activity 3 | Fashion 4U Revealed
Brand Identity: Fashion 4U

30. Crafting a Brand: Applying
Activity 3 | Fashion 4U Revealed
Crafting a Brand: Applying
Promotion
Visibility
Website–Social Media Print Materials– –Advertising
4. APPLYING
Advertising
Technology based
Social media
Game-based apps
Diversity in models
Targeted to teens
Customer experience
Customizable ordering
Interaction with live people
Positive messaging
Mission Driven
Sponsor anti-bullying messaging campaigns

31. WRAP-UP
Your Brand

32. Warm Up
Branding Yourself
Branding applies to businesses as well as individuals.
Instead of allowing yourself to be labeled by others, take control of your brand and make sure that the image you have is the image you want.