A strong brand gives you a real

advantage when you're building a social media presence. Facebooks EPIC brand
framework can help
you build or strengthen your brand. Remember that it consists
of four building blocks, existence, purpose,
identity, and connection. By the end of this video, you'll have a better
understanding of
what we mean by a brand's identity. And you'll know what to focus
on as you build your brand. Identity refers to the visual look and
feel of the brand. This includes the logo, the color
palettes the business chooses. The aesthetic of the images
to business uses, and even the typography they choose. When we discussed in the
previous lesson
about a brand being an experience or an intangible feeling, it's usually the
visual identity someone is picking up on. Let's start with logos because they
tend to be the most recognizable and powerful aspect of a brand. For example,
how many of these logos do you recognize? If you recognize the number of them,
You'll know how logos play a big
part of brand recognition. How many other logos do you
wear on a T-shirt or a hat? Or maybe have displayed on
a bumper sticker that shows the power of brands to become an identity
and a culture for the consumers. A logo captures the sense
of the brands in one image. We won't go over every step
of how a logo was created, but logo creation combines all
the things we've looked at. Origin story, problem solving,
purpose, values, and keywords associated with the brand. And uses those deeper
elements
to inform the design. A logo must also communicate other
aspects of the brands like innovation, tradition or whimsy. Finally, what will a
logo or
a brand be without its signature color. You could probably readily recognize
Starbucks signature green color palette. You'd probably readily recognize
Facebook's blue as well, and Coke has its signature red label. But what if Coke had
a yellow label? It wouldn't be Coke then, would it? Or you wouldn't associate
Coca Cola with yellow packaging? What if Coke had blue label? Then, you'd confuse
it for Pepsi.
Curating a color palette for your brand isn't only about having it be
readily recognisable to your customer and differentiating from other products.
There's a lot of psychology
behind color and color choices, and a color palette can
set the tone for your brand as well. Red is excitement, blue is trust,
orange is fun, brown is natural, and black is prestige. There doesn't necessarily
need to be
deep signs behind the color choices for your brand. Pick a palette that feels right
for
your business. And use it to influence site design,
advertising, packaging and more. Imagery is another aspect of
creating a brands visual identity. And this can include the types of photos,
visuals or illustrations a brand users on its
website or in social media feeds. This will not only evoke a feeling, but
create a kind of ecosystem for that brand. For example, Airbnb, the business
that connects renters with guests, showcases beautiful photography of
locations on its social media feed. Instead of advertising cheap rental
rates there featuring the beauty and uniqueness of locations around the world,
which will then inspire you
to book a trip through them. Finally, typography or
the selection of typefaces and fonts that are business chooses
helps communicate its visual brand. Like a logo typeface is trying
to capture the feeling and association of the brand in lettering. And while
business can certainly just
pick a font from the drop down, a business wanting to be deliberate
about its brand will be its story, values and
purpose while choosing their typeface. In many ways, a brands typeface will
be as recognizable as it's logo. Look at the New York Times and
The New Yorker. Both are long, running, well respected
New York based publications. The New York Times uses classic
straightforward type facing in its text. And its logo still features it's or
original blackletter typeface which fits the New York Times as brand as a solid,
trusted purveyor of objective news. To New Yorkers typeface,
however is curved. Each letter taking up a different size,
and is individual artistic and whimsical,
much like the content of The New Yorker. Let's get back to Calla and Ivy and
help Emma create a visual identity for her business. The good news is that we've
already done a
lot of work to help us establish a visual identity. In that we wrote her origin
story and
we articulated to values of her business. First, let's make a logo which
captures the bouquets that Imra makes. The lettering in her business
name is curved and creative, communicating a kind of friendliness and
approachability. Some of the key words that were
mentioned under the brand's purpose. Since this is a flower shop, it would make
sense to choose a color
palette related to flowers or nature. We've chosen soft greens and
teals which communicate calm, serenity, and trustworthiness, but also suggests
the brands value of sustainability. Finally, we put together some images
that will use as guidance for our social media feeds and website design. Some of
the images are of
Imra's flower creations, highlighting her products and design. One is Imra herself
creating a bouquet
showing the artisanal nature of the brand. And the final image is a bouquet
being given which communicates the inherent connection created
by giving a gift of flowers. Now we can use this visual identity
to influence our design, branding, marketing and even everyday
business choices going forward. As we went through this lesson brands
we didn't mention probably came to mind as you thought about the logos,
color palettes, imagery. And maybe even typography of businesses
you interact with our daily basis. Continue to take note of visual branding
to inform your future branding choices. A brand's identity matters, it's how
people recognize and remember brands. So, make sure to give it some thought.
Document your brands identity and then be
consistent and stick with your choices. We've now explored three components
of our epic framework, existence, purpose and identity. In the next video
will turn our attention to the final component, Connection.