BRANDING

and
DESIGN
the C inh '
approach

Cesar L Patricio | Founder of Workmesh

 WHAT IS

Brand is a name, term, design, symbol or any

other feature that identifies one seller's good or
service as distinct from those of other sellers

wikipedia
 WHAT IS

Graphic Design is the process of visual

communication and problem-solving through the
use of typography, photography, iconography and
illustration. The field is considered a subset of
visual communication
wikipedia
“Your brand is
what other people say about you
when you’re not in the room.”
Jeff Bezos
"Your brand is
the reputation of your product
to your users".
have no idea who say that
 50+ your bran
an log
millions goe her
startups
year
https://www.lerumba.com/Directory/shocking-number-of-worldwide-business-start-ups-each-year-article-39.aspx#.XGN7DqzQh25
consumer
shoppin
her favorit
produc
essentials
name
parts

3
logo
you
form
your
value
brand
prop
 in a
Nutshell
What you
Have to
DO
value strategic
value
prop system

BRAND
BRAND

name & logo

typography
shapes
colors
Feelin Stuc
Let's start
cooking
your
brand
start
with
your Simon Sinek
WHY
 WHY = The Purpose
What is your cause?
What do you believe ?
Apple: We believe in challenging the
status quo and do it differently

HOW = The Process

Specific actions taken to
realize the why.
Apple: Our products are beautifully designed
and easy to use.

WHAT = The Result

What do you do? The
Golden Circle result of why.
Simon Sinek Apple: We make computers
 value
strategic value system
proposition

vision

actions
lov wh

you are find your

passionate why, how, what perceptions
enough
 strategic
value system

vision actions perceptions

vision refers to the ideas
behind a brand.
Help guide the future, supports
the business strategy, inspires
employees differentiates from
competitors,etc
action helps individuals and perception is the sum of
organizations demonstrate, feelings a consumer has
values and purpose they about a brand
claim to have.
Wha i no Wha i
valu prop VS valu prop

Just Do It uniquiness

Got Milk? be specific

Think Different express benefits

<<Those are slogans>> <<It is a conversion rate>>
Wha i no Wha i
valu prop VS valu prop

To bring inspiration and

Just Do It innovation to every
athlete in the world
examples

Uber's value proposition, offering

uber convenience.

The simplicity and ease that lies at

the heart of what makes it such a
tempting service.

One tap and a car comes directly to you

Your driver knows exactly where to go
Payment is completely cashless
examples

Digit's value proposition, offering

saving without thinking.

Saving can be a major financial

hurdle for many people, especially
those on reduced or limited
incomes.

Digit automate the entire process.

 choosing
easy receip
the name

brainstor generat tes investigat

ask questions generate the ask for others Look for trademark
and take notes www.dot.whatever opinions issues
examples
 designing
the logo less is mor

ideat sketc tes refin

look for hands on work ask for others create a vector logo,
Inspiration pencil and paper are opinions sharp and clean
winners
designing
sizing matter
the logo

Desig t b smal

befor thinkin bi
examples

16px 30px 110px

work in different sizes work in different colors

mood board
you
can
always
rebranding

2007-2016 2016-now
Breat
an mak i

Simpl
caus , i ca b
overwhelme
 Pat r i cio
e sa r L.
C kmesh
d e r of Wor
Fo u n
or km esh.co
io@ w
clpatric
Naming Logo value prop

find resources resources

namemesh.com pinterst.com www.wordstream.com/blog/ws/2016/04/
namelix.com behance.com 27/value-proposition-examples
godday.com
whois.net freelancer www.ignitevisibility.com/8-value-proposi
99design.ca tion-examples-companies-right/
test
typeform.com
logo guidelines value prop canvas
surveymonk.com www.businessinsider.com/how-17-famo
www.logojoy.com/blog/logo-size-guid
us-companies-got-their-names-2015-7
elines
trademark
Canada Trademark Database book
www.ic.gc.ca/app/opic-cipo/trdmrks/srch/ logo usage
favicon Start with Why - Simon Sinek
home
web
www.wikihow.com/Copyright-a-Name app TED talk
wearables Start with Why - Simon Sinek
www.mallbusiness.chron.com/difference social media
s-between-copyright-trademark-3218.ht email signature
ml print
business card
presentation
3d