What’s a brand?
- What we mean when we talk about branding
- Why branding matters to you or your business
- How to deliver on your brand promise
Hi, I’m Cat, welcome to Canva Design School.
Brand. When you hear the word, what do you think of?
The colors of Google, the script of Disney, the bite out of Apple.
These are all brands we know and love.
But guess what: a brand is so much more than a logo.
What’s a brand?
I think, for me, it is a connected set of behaviors.
So, it’s how I speak, it’s how I communicate with others, it’s how I promote myself, it’s how I react.
When something goes wrong, what do I do to fix it?
When you have a problem, how am I there?
And in that sense, you know, a brand is a very human thing.
It’s very amorphous and more and more it needs to move into very different places of our life, so it might be how you talk to something like an Alexa, or the way the text is worded from your phone company, or an advert you see on the street.
It’s all of those things.
So, you have an amazing business idea.
You’re ready to launch, but there’s one small problem: you need a brand.
Building brands can take a lot of time and money, two things most of us are short on.
Also it’s quite an abstract concept. If a brand is more than a logo, what is it?
Think of a brand as a promise to your customers.
The promise your business makes is unique.
It’s about what you do and why you do it.
Every aspect of your business from the inside out should deliver on this promise.
In this series, we’ll give you the tools to start up your brand and launch your business.
It’s not a complete guide to world domination, but you’ve got to start somewhere, right?
Thank you for watching Canva Design School, I look forward to seeing what you can create!
James is Creative Director at DesignStudio and has built brands for companies including Logitech, The Premier League, Roli and Treatwell. He’s also a design mentor as part of D&AD New Blood
Shannon Bell is the Creative Director at Re Agency. She specialises in bringing a brand’s personality to life through voice.
Jason founded For The People, with the belief that creative businesses need to rethink how they operate, in order to put people at the heart of who they are and what they do.
Natalie is a strategy director at R/GA. She has worked with brands like Tiffany, Beats by Dre, Samsung and Unilever. She believes branding has the power to drive business growth and behavioural change.