Marketing and Branding

Branding, logo design and identity design all have different roles, that together, form a perceived image for an institution, business or product.

Brand vs. Identity vs. Logo

What is a brand?

• A logo is not your brand. • Your brand is the perceived emotional

image.• Your brand reflects your goals, your

values, what you do—what you stand for.• Your brand is your REPUTATION!• Your brand is your PERSONALITY!

Let’s start with branding...

For example...

Apple •As a company, Apple projects a humanistic corporate culture and a strong corporate ethic characterized by volunteerism, support of good causes and community involvement. •These values of the business are evident throughout everything they do, from their innovative products and advertising, right through to their customer service (some people would beg to differ on the customer service!). •Apple is an emotionally humanist brand that connects with people—when people buy or use their products; they feel part of the brand, like a tribe even. It is this emotional connection that creates their brand—not purely their products and logo.

What is Davidson’s brand?We refer to our brand as our hallmarks—those things that set us apart from other colleges:•Research/Collaboration with Faculty members•Honor Code•The Davidson Trust•Service/we’re problem solvers•Commitment to Sustainability•Study Abroad/•Division I Athletics•Small class size

What are Hough High’s hallmarks?

Defining Identity…• A major role in the ‘brand’ or ‘image’ of a company or school is

its identity.• Identity is based on the visual devices and the guidelines that

administer how the identity is applied. For instance, using approved color palettes, fonts, layouts, measurements, etc. These guidelines keep everything consistent.

• The identity or ‘image’ of a company is made up of several visual devices like the logo, stationery, flyers, brochures, the website, signs—anything visual that represents the school.

• All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.

The infamous logo…

What is a logo?

A logo is for… identification.•A logo identifies a company, school or product using a mark, flag, symbol or signature. A logo does not sell the school directly, and rarely does it describe a school. Logos are there to identity, not to explain. What a logo means is more important than what it looks like.•Think of logos like people. We prefer to be called by our names rather than by the confusing and forgettable description of ourselves such as “the guy who always wears pink and has blonde hair.” •A logo should not literally describe what you do but rather, identify you in a way that is recognizable and memorable.•It is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much alike how we much must learn people’s names to identify them.•The logo identifies a school or product in its simplest form.

A few examples of why we have guidelines...

What makes a good logo?

A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.

An effective logo is (in no particular order):•Simple•Memorable•Timeless•Versatile•Appropriate

Davidson Marketing CampaignsI Am Davidson

How do we measure our success:Applications are up significantly80% of our students study or work abroadA quarter of our students compete in NCAA athletics (plus 60% of our alumni make an annual gift Davidson Webpagehttp://www.davidson.edu/ I Am Davidsonhttp://www.youtube.com/watch?v=tQVT4_YwmDo Innovation and Entrepreneurshiphttp://www.youtube.com/watch?v=OAtU3AmeVUs The Midnight Scream, A Davidson Traditionhttp://www.youtube.com/watch?v=C-JDrJSxd4M&list=UUO-VaiReXakQWdCIhgyReLg