Lesson 1: What is a Brand? It's More Than a Logo!

What You'll Learn:
- How to define the term "brand" beyond just its visual elements.
- How to identify the key components of a brand (values, voice, promise, identity).
- How to analyze the branding of popular companies.
Key Ideas to Know:
- Brand: It's the overall perception and "gut feeling" a person has about a company. It's a promise of what to expect. Think of it as a company's reputation.
- Brand Identity: The collection of all visual elements a company creates to portray a certain image (logo, colors, typography).
- Brand Voice: The personality a brand uses in its communications (e.g., playful, professional, inspiring, edgy).
- Brand Promise: The specific value or experience that customers can expect to receive every single time.
What You'll Need:
- A notebook or a digital document to write down your thoughts.
Activities:
- (Warm-Up) The Logo Game: Look at the logos of famous brands around you or online (the Nike swoosh, the McDonald's golden arches, the Apple logo). Ask yourself: "How did I know that so quickly? What do I feel or think when I see this symbol?"
- (Explanation) A Brand is a Person: Think of a brand like a person: it has a name (brand name), a look (brand identity), a personality (brand voice), and a reputation (the brand itself). A famous marketing quote says, "Your brand is what other people say about you when you're not in the room." This is the core idea of branding.
- (Activity) Brand Deconstruction:
  1. Choose a popular brand you know well (e.g., Nike, Disney, Coca-Cola, Tesla).
  2. In your notebook, answer the following questions:
    - If this brand were a person, what three words would describe their personality? (This is their Brand Voice).
    - What is the one big thing they promise their customers? (e.g., Disney promises "magical experiences").
    - What is the overall gut feeling you get from this brand?
- (Reflection): Look at your answers. Why do you think this brand has become so powerful? How do they keep their message so consistent?