A memorable logo is important. However, a brand is so much more than a logo. It's more than just visual identification or the way your business card is printed. A brand is the emotion behind what someone feels, sees, and says when they interact with your organization on any level. Therefore a brand bears much more responsibility than a logo. In this presentation we'll explain what this means so you will never looking at branding the same way again. You'll learn from leaders in the field and walk away understanding why your brand affects everything you do and say from now on.

1. Your brand is more
than just your logo
Presented by Elliot Cowan

2. Who IS HMC?

3. Creative Agency for Good
#hmc101

4. WHAT DOES THAT MEAN?
• Founded in March 2011 to serve high-impact orgs
• Here’s My Chance (HMC) is a creative agency for
good – we work with clients we believe in!
• HMC empowers organizations to capitalize on the
influence of community, content, and social impact
• Using our creativity to make a positive impact is a
core mission and part of our business model

5. What will we
Talk about?

6. TOPICS OF DISCUSSION
Section 1 / What is a Brand?
Section 2 / What is a Logo?
Section 3 / Principles of Design
Section 4 / What is Your Brand Story?
Section 5 / Brand Attributes
Section 6 / What is a Brand Footprint?
Section 7 / Examples
Conclusions / Q&A

7. What is a brand?

8. Brand IDEA #1
What most people think: A brand can be an identification
mark that differentiates one business from another
01 SECTION

9. Brand IDEA #2
What most people don’t think: A brand is a persons gut
feeling about a product, service and/or organization
01 SECTION

10. What is a logo?
• A logo is not just a mark – a logo reflects a business’s
commercial brand via the use of shape, fonts, colour,
and / or images.
• A logo is for inspiring trust, recognition and admiration
for a company or product and it is our job as designers to
create a logo that will do its job.
02 SECTION

11. Principles of LOGO design
Simple
Memorable
Timeless
Versatile
Appropriate
5 Principles
of Effective
Logo Design
03 SECTION

12. Learn from others
• The Good
• The Bad
• The Crimes Against Humanity
03 SECTION

13. Learn from others
1. Work out your product/organization’s, product or
service's core competencies.
2. Assess who your existing and potential customers are and
find out what they like and what they don’t.
3. Find out how your customers and your employees feel
about your business.
4. Consider how far you can develop your product/
organization with its current customer perception without
moving away from your core competencies
03 SECTION

14. What is your brand
story?

15. BRAND VS Story
1. Stories inspire people.
2. People relate more easily to a story
3. It holds peoples attention for longer
4. It makes you more believable
5. It makes you less intimidating
6. It looks like you care 04 SECTION

16. Brand attributes

17. brand attributes
• The Essence – The heart and soul of a brand to solve a
problem
• The Tangible – What product or service solves the problem
• The Intangible – What is the end feeling?
05 SECTION

18. What is a brand
Footprint?

19. A brand footprint...
• Says WHO YOU ARE
• Starts with a MISSION STATEMENT
• Says what your brand MEANS
• Says what your brand IS
06 SECTION

20. examples

21. bayer
What the brand “means”
What a brand gets credit for in the eyes of its consumers
Bayer means – aspirin, doctor recommended, prevention
against heart attacks.
What the brand “is”
A brand’s dominant personality traits
Bayer is – experienced, safe and versatile
07 SECTION

22. ZIPCAR
What the brand “means”
What a brand gets credit for in the eyes of its consumers
Zipcar means – low carbon footprint, urban, convenient,
cheap
What the brand “is”
A brand’s dominant personality traits
Zipcar is – urban, responsible, versatile, a commitment
07 SECTION

23. BRAND
PERSONALITY
BRAND
PROPOSITION
BRAND
DIFFERENTIATOR
TARGET
AUDIENCE
OBJECTIVES/
KPIS
KEY MESSAGE

24. Questions?
Elliot Cowan
Creative Director
elliot@heresmychance.com
www.heresmychance.com
workwithus@heresmychance.com
@hmctwit