After meeting with Kabza start developing your key assets for the Trade Show.
Trade Show 2014: Key Assets and Brand Development Assignment
Due: March 3
Prepare
a PowerPoint or poster presentation that addresses the following;
- Company
name
- Product
name
- Color
scheme that represents your brand image; explained
- Font Type
- Company
logo
- Slogan
Naming Companies and Products
Even if you already have a company and/or product name follow the
guidelines below to make your names the best they can be.
1.
Brainstorm. Think about how you want
people to feel when they hear the name. Write down the words on paper and then
categorize them by primary meaning.
2.
Relate. Think about related words and
phrases that evoke the feelings you want. Hit the thesaurus and find all the
synonyms for your words and phrases.
3.
Relate more. Find out the Greek and
Latin translations of your words. Figure out what colors, gemstones, plants,
animals, etc., relate to your words.
4.
Experiment. Start playing with
combinations of your various words and partial words. Don't be judgmental now -
just make a list.
5.
Reflect. Review your list and just give
some thought to each name. How does it make you feel when you hear it?
6.
Communicate. Go over the list with
someone you trust. Have them tell you how each name makes them feel, and how
memorable they think it is.
7.
Prioritize. Throw out any that just don't
fit and make a prioritized list of the rest.
Naming Tips
1.
Avoid generic names based on names, such
as Joe's Bar, Sam's Hardware, etc. They're not memorable and are nearly
impossible to trademark.
2.
Avoid generic names that literally
describe the product or service, like Computer Consulting Company, Appliance
Sales and Service, Inc., etc.
3.
Generally, avoid geographical names.
Besides not generally being very memorable, what happens if you decide to move
or expand? The exception is if you're trying to create a strong local affinity
like, say, a neighborhood bar.
4.
Preferably, don't restrict future
product or service lines. Be broad enough to include your wildest long-term
vision for the business.
5.
Try to keep the name short and easy to
pronounce.
Color scheme
that represents your brand image; explained
Use
the following chart to choose two colors for your logo. In your PowerPoint
presentation or poster explain why you choose these colors and how they relate
to your company mission.
Symbolism
|
|
Red
|
Excitement, energy, passion, desire, speed, strength, power,
heat, love, aggression, danger, fire, blood, war, violence, aggression, all
things intense and passionate.
|
Yellow
|
Joy, happiness, optimism, idealism, imagination, hope, sunshine,
summer, gold, philosophy, dishonesty, cowardice, betrayal, jealousy,
covetousness, deceit, illness, hazard.
|
Blue
|
Peace, tranquility, calm, stability, harmony, unity, trust,
truth, confidence, conservatism, security, cleanliness, order, loyalty, sky,
water, cold, technology, depression, appetite suppressant.
|
Energy, balance, warmth, enthusiasm, vibrant, expansive,
flamboyant, demanding of attention.
|
|
Green
|
Nature, environment, healthy, good luck, renewal, youth, vigor,
spring, generosity, fertility, jealousy, inexperience, envy, misfortune.
|
Purple
|
Royalty, spirituality, nobility, spirituality, ceremony,
mysterious, transformation, wisdom, enlightenment, cruelty, arrogance,
mourning.
|
Gray
|
Security, reliability, intelligence, staid, modesty, dignity,
maturity, solid, conservative, practical, old age, sadness, boring
|
Brown
|
Earth, hearth, home, outdoors, reliability, comfort, endurance,
stability, simplicity, and comfort.
|
White
|
Reverence, purity, simplicity, cleanliness, peace, humility,
precision, innocence, youth, birth, winter, snow, good, sterility, marriage
(Western cultures), death (Eastern cultures), cold, clinical, sterile.
|
Black
|
Power, sophistication, formality, elegance, wealth, mystery,
fear, evil, anonymity, unhappiness, depth, style, evil, sadness, remorse,
anger, underground, good technical color, mourning, death (Western cultures).
|
Company Logo
Follow the five steps for an effective
logo design as discussed in class. Ask yourself:
1. Is my logo simple?
2. Is it memorable?
3. Is it timeless?
4. Is it versatile?
5. Is it appropriate?
Visit the following website to play around with
designing a logo. Experiment and a have fun!
Slogan
Stand
out with your own powerful business slogan. Choosing a new business slogan for
your company may prove to be one of your most important marketing decisions.
No, it will not determine your company's success, but it will have a very
strong influence on the way your customers perceive your reputation and
competence.
The
business slogan - also known as tagline, is an essential part of your business
identity and image. A good slogan attracts attention, makes a strong
impression, and creates sharp market distinction. This short, powerful
statement – usually no more than three words – is in fact an authentic
reflection of your professional pride!
Examples:
“Think Different.” – Apple
“Drivers Wanted” – Volkswagen
“A Diamond is Forever” – DeBeers
Create a short slogan for your company or product. Be prepared to discuss how you developed
your slogan and why you feel it is a reflection of your professional pride. Be
creative and have fun!
