Active learning ideas
Branding is much more than a logo; it is the emotional connection a business makes with its customers. This topic explores how to create a brand identity that reflects a venture's values and resonates with its target market. Students learn about the psychology of color, typography, and voice, and how these elements combine to form a brand's 'personality.' They also develop a clear value proposition, a concise statement that explains why a customer should choose them over the competition.
Activity 01
Students display their proposed brand logos and taglines. Peers move around with 'Personality Cards' (e.g., 'Rugged,' 'Sophisticated,' 'Playful') and place the card that best matches the brand's 'vibe' on the desk.
What elements make a brand memorable?
Activity 02
Groups are given a 'boring' product (e.g., a plain white t-shirt). They must create three different value propositions for three different target markets, focusing on the specific benefits each group cares about.
How does a value proposition differentiate a business?
Activity 03
Students watch a short clip of a famous Canadian ad. They individually write down the 'feeling' the ad is trying to evoke, then pair up to discuss how the brand's visual and auditory choices created that feeling.
Why is brand consistency important across all channels?
A few notes on teaching this unit
Watch Out for These Misconceptions
Branding is only for big companies with big budgets.
Every business has a brand, whether they manage it or not. It's simply the reputation you have. A 'Local Business Audit' helps students see how even a small neighborhood shop uses branding to build trust.
A brand is just a logo and a name.
A brand is the sum of every interaction a customer has with a business. Using a 'Customer Journey Map' helps students see how customer service and product quality are just as much a part of the brand as the logo.
Methods used in this brief
The Marketing Mix (The 4 Ps)
Apply the concepts of Product, Price, Place, and Promotion to a specific business idea. Students will design a cohesive marketing campaign.
8 methodologies
Sales Strategies and Customer Relations
Examine the sales process from lead generation to closing, and the importance of customer relationship management (CRM). Students will role-play sales pitches.
8 methodologies