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Building a Brand Book: When, Why, & How

Lesson 2 of 11

What Makes Up a Brand?

Josh Silverman

Building a Brand Book: When, Why, & How

Josh Silverman

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Lesson Info

2. What Makes Up a Brand?

Lesson Info

What Makes Up a Brand?

Wider brands need standards for the purpose of this course. We're going to refer to standards and manuals and guides entertained a ble style guides you I guides standards manuals for the purpose of today. I'm goingto just refer to them differently. You'll see a lot of different examples of them. They're all equally important, but I want to just make sure that everyone's, aware that we're going to cover different ground but referred to the same the same thing, even though they're not the same. They're all equally important. So let's level said. What is a brand a brand is the collective experience of your customers, which are occasionally referred to his users in both visual and verbal form, about your product or service, that the collective experience part is really important. It's it's, not just the logo it's, not just the product it's, not just the package it's, not just the color it's, not just the name it's everything and it's everything over time. Brands are important because, as h...

uman beings, sure you can all relate. We're pack animals. We feel more secure in. Groups were happier when we, when we are relating to someone, that is like us. And we become happier when we when we share a sort of belief system or a value system with someone who is like us brands help us connect with others who share the same values I mean let's think about sports there's tons of people who identify with sports jerseys hoo hoo brand themselves with sports jerseys and you can recognise another fan more easily that way brands help businesses differentiate and be memorable friends help consumers make decisions instinctually um easily and almost automatically brands were definitely about the feelings that we get from the product or the service this is a great quote from my angelou people will forget what you said forget what you did but they'll never forget how you made them feel the slides for you amanda all the fields it's the story of the product the name the tagline the jingle thes air experienced the user interface even the earl and on this point one of my favorite girls ever is a design firm in new york called open the girl is not closed dot com that is a brand expression that is a way that they can convey who they are about through there earl something as simple as your own can go a long way it's the paper the color of the ink the smell everyone pick up a newspaper and like smell the ink that's a that's ah that's something that's going to get lost to the wayside I think in our in our time I'm sorry to say but products can be conveyed through a whole different way a whole different series of touch points and smell actually isa pretty ah a quick association like we have a lot of association like r r r the path through our mental um channels is like really fast with with smell more than sight or sound it's how the product is built how it performs the value we derived from its use and it's the relationship we have with a brand overtime all those things collectively are our feelings towards a product or service so where some brands and you guys love or hate you could hate brands to anything that has strong emotion I love every lane um yeah they have this radical transparency about retail that I think is just so fresh and authentic so there's just something about everything that they do and everything they put out there they talk about radical transparency so they take you into the factories where their clothes are made and everything that they do is kind of about that radical transparency and it's very authentic to the brand so they kind of breakdown and disrupt the retail space which I think is just 00:03:58.383 --> 00:04:01. really new for that why do you love gotcha because 00:04:01.59 --> 00:04:04. it just feels authentic and I feel like it just brings 00:04:04.27 --> 00:04:07. me a little bit closer to kind of that brand they're 00:04:07.63 --> 00:04:11. not trying to just sell you on! The price or promotion 00:04:11.25 --> 00:04:14. or quality they're really kind of establishing a relationship 00:04:14.27 --> 00:04:16. with you and taking you on their journey and what 00:04:16.37 --> 00:04:19. makes them different so to me and it's it's literally 00:04:19.03 --> 00:04:21. and everything they dio the way that they go to market 00:04:21.69 --> 00:04:24. is really clean and simple they are just completely 00:04:24.45 --> 00:04:26. transparent and pretty much everything they d'oh 00:04:28.26 --> 00:04:30. that's also that's a great example for anyone else 00:04:31.66 --> 00:04:33. to leave any time and from what we have coming in 00:04:33.83 --> 00:04:38. now let's see pamela h k says I love mcdonald's drs 00:04:38.23 --> 00:04:42. jessica says they hate comcast oh yeah okay luncheon 00:04:42.47 --> 00:04:43. last why do you hate contest 00:04:45.13 --> 00:04:48. customer service experiences I think can sum that 00:04:48.59 --> 00:04:52. up okay. Yes so that's that's in the haight category 00:04:52.45 --> 00:04:55. anyone else in the chat room? Here's one from platypus 00:04:55.42 --> 00:04:57. who said I love the branding for coca cola there's 00:04:57.65 --> 00:05:01. a gorgeous timeless style to it pamela is adding a 00:05:01.18 --> 00:05:02. little bit more about mcdonald's saying that they 00:05:02.55 --> 00:05:05. love that their customer focus family based and charity 00:05:05.26 --> 00:05:09. driven who awesome yeah let's see and also somebody 00:05:09.89 --> 00:05:12. here who likes target says the brand feels playful 00:05:12.96 --> 00:05:15. I can always tell when it's a target ad or commercial 00:05:15.68 --> 00:05:18. the way the content is presented its very consistent 00:05:18.59 --> 00:05:20. consistency is key absolutely yeah 00:05:21.99 --> 00:05:25. any brands we hate besides come on comcast got such 00:05:25.73 --> 00:05:28. a reaction I'm sure that there are more brands that 00:05:28.57 --> 00:05:30. people hate besides just comcast was not just bash 00:05:30.72 --> 00:05:31. them 00:05:34.09 --> 00:05:40. zinga what uh it just seems like it they really focused 00:05:40.05 --> 00:05:43. on getting people through facebook originally and 00:05:43.6 --> 00:05:46. it just seemed to relentless with their way of getting 00:05:46.21 --> 00:05:49. people to interact with them it wasn't a welcoming 00:05:49.35 --> 00:05:51. experience it was more like an attack 00:05:52.29 --> 00:05:55. but that was the early days nowadays I just don't 00:05:55.29 --> 00:06:00. even hear from them so they ruined your initial association 00:06:00.41 --> 00:06:02. too by the way where you're not even going to give 00:06:02.03 --> 00:06:05. them any attention pretty much that's that's that's 00:06:05.44 --> 00:06:07. critical that's ah that's a tough lesson to learn 00:06:08.86 --> 00:06:11. um target's actually a great example from the chat 00:06:11.8 --> 00:06:16. room because they've evolved over time they have definitely 00:06:16.5 --> 00:06:21. changed there appeal and their message and their graphics 00:06:21.05 --> 00:06:25. and now we don't even need toe we don't even need 00:06:25.03 --> 00:06:27. to hear them we don't even do think about like what 00:06:27.42 --> 00:06:30. they are in terms of ah a company we can just picture 00:06:30.39 --> 00:06:32. that dog that red target symbol 00:06:33.7 --> 00:06:35. they've done a lot with their brand 00:06:36.56 --> 00:06:39. they're brand essence would say 00:06:40.46 --> 00:06:43. anyone else also done a really good job of something 00:06:43.58 --> 00:06:46. happens and then they managed to overcome it so there 00:06:46.16 --> 00:06:49. was a big data breach or when there was a prop eight 00:06:49.55 --> 00:06:52. in california for gay rights and they donated money 00:06:52.4 --> 00:06:54. for that people were very upset and they'd have these 00:06:54.64 --> 00:06:57. different barriers and they keep overcoming them by 00:06:57.17 --> 00:07:00. doing other things that are good will like I saw on 00:07:00.43 --> 00:07:02. facebook recently that they featured a young girl 00:07:02.69 --> 00:07:05. with crutches in their halloween ad, and they were 00:07:05.26 --> 00:07:07. saying that they just want to reflect their customers 00:07:07.57 --> 00:07:10. in their advertisements as much as possible. So but 00:07:10.44 --> 00:07:12. you know that it's a lot of people onboard the sea 00:07:12.55 --> 00:07:15. that and see that humanity and appreciate it. Yeah. 00:07:15.58 --> 00:07:18. It's funny, you say humanity way tend to think about 00:07:18.97 --> 00:07:23. brands as having a persona sometimes their spokespeople, 00:07:23.18 --> 00:07:25. spokesmen, spokes, women's, books, dogs if your target, 00:07:26.46 --> 00:07:29. um but, yeah, we do associate with them as if they 00:07:29.87 --> 00:07:32. were people, or had the same kind of 00:07:34.14 --> 00:07:39. compunction as a person they have they have? Yeah, 00:07:39.18 --> 00:07:42. it's an interesting thing to think about that we wear 00:07:42.19 --> 00:07:45. because we relate to them emotionally, I think it's 00:07:45.62 --> 00:07:48. ah, it's nice to think about them is a is a living, 00:07:48.35 --> 00:07:49. breathing thing. 00:07:51.1 --> 00:07:53. Anyone else in the chattering chris, I'll do one more 00:07:53.54 --> 00:07:56. hate that came in here you two are day says I hate 00:07:56.45 --> 00:07:59. walmart girls. They take down small business owners 00:07:59.31 --> 00:08:02. wherever they go that one it would be pretty passionate about. And then here's another love from kelsey flynn who says she loves oreo, they're super playful, consistent, they take advantage of live events, they do things during the super bowl, but they still stick close to their product lots of food things this morning okay, so talking about target and brand evolution, um, would we still have loved apple if it had the same identity from nineteen, seventy six? Probably not just inputting these slides together, it says newton forever. What voyaging through strange lands of thought alone that's, kind of an amazing that's it's, not their tagline clearly, but it's kind of an amazing identity there's the apple in seventy six so we evolve with brands over time, our association with them and our our attraction to them evolves as we d'oh and the version ing oven identity means that we can see pretty clearly how brands are living breathing systems. Apple is so complex that even their sub brands apple music, apple store, itunes and I books have their own identity guidelines. They each have their own sub systems that relate to the parent brand. So you see how complex, especially if you're amazing global corporation that, like devil, how complex brand systems actually are.

Class Description

The brand guide is the roadmap for employees and ensures consistency across the company. Josh will help you create a brand book that is comprehensive, actionable, and easy to use in Building a Brand Book: When, Why, & How. 

Josh is a veteran branding professional and in this class he’ll show how to create complete brand guidelines and adhere to them. 

You’ll learn: 

  • What a brand guide is and how to use it 
  • Components of a brand guide and how to create your own 
  • How large and small businesses apply brand guidelines 

Whether you are a designer working with clients, a solopreneur, a small business owner, or working on branding in-house, Building a Brand Book: When, Why, & How with Josh Silverman will help you develop a better understanding of branding and how to develop guidelines everyone can use.

Class Materials

Bonus Materials with Purchase

Brand Standards Levels Guide

Ratings and Reviews

Student Work

Related Classes


Yi Ji

WOW, really worth the money, information is real, up to date, the quality of audient also good, they ask really real question, not those kind of 'performance' course. Thanks!


This class has potential, but misses the mark for me. The first thing that I noticed was the fact that the video and the sound do not sync with each other. It feels like you are watching a foreign move with English dubbed over the lip movements of another language. It is often hard to hear the audience questions as they do not hand around the usual 'creative live wireless audience microphone' and I think that was a mistake. The topic is a good one and the speaker is appears to understand his craft but a lot of the 'talk' in the first few videos could be removed by a clear definition of terms in the very very beginning of the class. If feels like it is flowing on an off the cuff manner and is lacking the structure that Creative Live known for. Instead of spending so much time asking the students about their understanding of what brand identity is and way to many quotes... I would like to see some practical how to advice early on in the class. I would love to see more classes covering this topic from people like Sean Adams or Alina Wheeler :) I am sure this class will get better the further I get into it and I normally do not write a review before I have listened to the entire class. Also I purchased it at a deeply discounted rate so even with those issues factored it is is still work what I payed for it. :)


Absolutely relevant and interesting content, made through example classes. The way the material is exposed is very good. One single critic, since the headline is really precise on the topic I expected more on the "how" but the course doesn't really teach a "system" to create a brandbook, like choosing wich documents are to be included and how to make and expose them depending with the client needs. The course is all about the why explained through case studies, which is good but partly neglect the headline promise. Anyway this is still an excellent course but I thought it would be useful to point out this aspect.