1st VIDEO: SIX KEY ELEMENTS OF BRAND IDENTITY

Brand Identity
- Isn’t logo
- Different from visual identity
- Things that allow you to identify with the company
- Help you position a brand to their audience and to make sure that its effective
- integral to understand to learn diff elements to help position clients and company in a
best way (they define their position, where they are most likely to succeed in their
market)
- Helps manage their brand image (passive stuff that a client looks at that we cant control
their perception but help manage it by creating with personality, story or target
audience)
- We control the brand image, passive or active
- Helps company/client to be consistent with their marketing, messaging and visual
execution (essential to share themselves in an effective marketing way)
- We can find different ways to help the clients/company to be different and be
differentiated, to stand out and to be more successful
SUMMARY
Brand identity
- helps identify a brand (brand ideas? Whats our identity to be identified? Whats the
elements that can be associated with my brand?)
- Manage a brand image (work on the identity and elements with clients to help execute a
voice, message, verbal and visual identity to help position the brand in the market for
their image to be managed and to be marketed properly)
- Helps position a brand (
Branding
- Shape a brand
 - Within that is a company or organization then brand identity then within that is visual
identity and logo
Identity
- Helps you identify
The 6 elements
● BRAND STORY
-
● BRAND PERSONALITY
-
● BRAND NAME
-
● SERVICES/PRODUCTS
-
● VERBAL IDENTITY
-
● VISUAL IDENTITY

= the main 6 to build off from to execute visuals while others like SONIC & SCENT but its not
that essential to majority of brands

2nd VIDEO: BRAND IDENTITY VS. VISUAL IDENTITY

The 6 elements that has own its subject or space

Visual identity consists of

- Logo
- Colors
- Typography
- Iconography
- Photography
- Patterns
= anything that visually executes that align with the brand identity, story & personality etc.
Visual identity
- Influenced by what we learn within the brand identity
- Becomes part of the brand identity itself
- All the visual assets to communicate our brand and company/identity
- To be identified with something
Brand Identity -> visual identity and one of the 6 key elements
1. Brand identity Is established internally
- Focus on personality on our decision making then once doing the logo & colors to be
viewed externally by the client
2. Visual identity is part of brand identity
3. Visual identity is influenced within the brand identity
- What we learned from the story
- Learned by audience
- Learned positioning
- Learned personality
= things we create within the visual identity are influenced by the things we learn within the
brand identity

3rd VIDEO: 10 BRAND IDENTITY DESIGN ELEMENTS FOR STRATEGIC BRANDING

The significant role of brand identity
- The logo is just a small part of the brand identity
- Within the brand theres multiple elements that work together
PART OF THE BRAND EXPERIENCE
- to appeal visually and quickly assign meaning on the audience on what the brand
is all about
- That visual appeal is on every point, business cards, shop fronts or part of shop
design, interior design or any collateral or user experience or interaction thats
visually associated with the brand
- It shapes the audience what the brand means
- It needs to communicate characteristics within the brand strategy itself as it will
appeal/resonate with the audience
10 brand identity design elements
1. logo
- It appeals to the audience to solidify how the brand is gonna be experienced for
the customer journey
2. typography
- Setting the style of brand
 - Comes with its own predefine characteristics unless your creating custom front
from scratch then you can design that characteristics for that front
- Your existing preexisting fonts and is a case of strategic alignment to be aligned
with the characteristics that been predetermined for the brand strategy
- It displays those characteristics to fit the brand identity
- Sets style
3. Colour palette
- Sets the mood
- Color has ability to influence mood and we have a primitive relationship with
color and relationship with nature
- We assign meaning to things based on their color because we associate that
meaning with that color like fire is hot so theres psychological connotations with
color
- Must be used strategically
4. Patterns
- Provide texture, blank spaces, and can be used as a brand experience
- Like department stores or highs treet brands that put their patterns on their bags
or packaging so that once you see it, you see the pattern and not the logo
- Memorable to people once they see your brand
5. image/photography style
- Sets the mood, tone and emotion (right image, right time to evoke emotions of
audience)
- Designer can help you come up with image style thats aligned with brand
strategy, characteristics and emotions you want your audience to feel
- think what emotions, characteristics for your brand to be put in image style
6. graphics/iconography
- One of the most flexible tools since you can use it anywhere to website,
packaging or graphics on the building as long as theres visual engagement
- Contribute brand experience
- Generic icon than its less cohesive/effective than an icon thats part of an overall
brand identity
- It gets to attention to detail and makes sure consistency and brand identity is
cohesive and everywhere
7. Illustrations
- Brands can be unique image style or unique illustration style
- Consider what image your audience should have about your brand and if the
illustration align with the image to see hwo youll be remembered
8. Grid style
 - Have consistency to the info your displaying
- Consistency of information flow and brand exp
9. audio
- Podcasts, channels or through voice/audio experience
- Audio should align with them song or brand
10. Motion and animation
- Evolution ith exp with brands and how we engage with their brand to add brand
exp
- Interactive experience and consistency for the audience

Brand positioning
- How you differentiate form your other brand that can be competitotes and alternatives
- What we want to stand for
- Ex. nike-stand for running as a segment (do campaigns/products but in reality nike is too
general and not exact)
- Ex. Eskinol-they ad for more younger people and gays but super outdated equity wise)
Brand equity
- What we actually stand for
= positionings and equity is equal
Brand positioning
- What you intend to fit in the market and in the minds of consumers
- -in the form of a statement
Brand identity
- Who you are as a brand
- Helps land your brand positioning
- Helps identify a brand
- Helps manage a brand’s image and equity (if you have personality, values and purpose
can be dedicated to equity)
- Int he form of a brand book
= identity support positioning and provide visual and verbal cues to communicate brand;s
values and differentiate from competitors
= Effective brand positioning helps to inform and shape th ebrand identity by guiding the
elements should be highlights or how the bran communicates its unique value to target
consusumers

Brand positioning template

(Kotler style)
For target audience-who to serve
Brand name-name of brand position
is frame of reference that point difference selling proposition-brand differentiation than its
competitors
Because reason to believe/justification-why its unique benefit is true and features etc.
emotional/functional benefit

Ex. Tesla
- For environmentally-consiouc consumers for sustainable transpo solutions
- Tesla
- The electric vehicle manufacturer
- Offers inncaruve tech and high perf
- Unlike traditional automakers, focus on zero emission, cuttign edge autonomous
features