Minds On
Activating prior knowledge
Definition of branding
Take a moment to consider, what is a brand? A brand can have visual, auditory, and verbal elements. And often these elements are used together to create a brand identity that can be present everywhere (e.g., on television, a billboard, or the radio). A company’s goal is to help consumers remember the brand. This way they will be more likely to access and purchase whatever the company is selling.
Brainstorm a list of popular images, sounds, or slogans that are used to promote a product or company. Then, explore the following samples and consider what each image represents.
Press the ‘Discovering the brands’ to access the answers.
The logos/brands that you just explored represent the following companies:
- Logo A represents the sports retail company Nike.
- Logo B represents the Canadian retail company Canadian Tire.
- Logo C represents the technology company Apple.
- Logo D represents the Canadian retail company Roots.
- Logo E represents the coffee shop chain Starbucks.
- Logo F represents the technology company Google.
You may have recognized some of these popular company logos. Companies use specific elements to create a brand identity that make them unique.
Consider these examples. Can you create a definition of branding? You can use your notebook or a method of your choice to record your ideas for the definition. Think about things you use each day. For example, think about the last time you asked for a facial tissue. Did you ask for a tissue or for a Kleenex? For many of us the word “tissue” has become interchangeable with “Kleenex.” Many of us say Kleenex, which is one of many facial tissue brands.
Examine the following example of a definition to gather some ideas:
For example:
Branding – Branding is a way to get customers to recognize your business or product.
What makes it unique?
Explore the examples of running shoes below. Consider the following questions:
- What makes each example unique?
- What is similar and different about each pair?
- Who might be the target audience?
- How could companies advertise and package each pair to make them appealing to their target audience?
Action
Product analysis
Analyze
Choose a product that you use and analyze the advertisement (from television, radio, or print media) that has been created for it. Using the following checklist, identify and describe the strategies that were used to market the product. How do you think this advertisement entices consumers to buy this product?
Complete Product Analysis Checklist in your notebook or using the following fillable and printable document.
Press the ‘Activity’ button to access the Product Analysis Checklist
| Product: (Blank) | |
| Purpose of Product | |
| Target Audience/Consumer | |
| Images/Logos | |
| Colors | |
| Words/Statements used to get your attention | |
| Other: (Blank) | |
Student Success
Think-Pair-Share
Share your product analysis with a partner or record you thoughts. Think about the following questions:
- What kinds of strategies does the company use in their advertisement?
- How might the advertisement capture the attention of the audience?
Note to teachers: See your teacher guide for collaboration tools, ideas and suggestions.
Consolidation
Creating your own brand
As we learned in the Minds On section of the lesson, a brand is something that helps to differentiate and market one product from another. Now that you have learned a little more about the ways in which companies market their products and attract customers, it’s time for you to explore the ways you can create your own brand. You may use the following mind map or create an audio recording if it is useful to help you come up with images, sounds, and words or key phrases that represent you.
Consider the following questions when you create your mind map:
- What makes you unique?
- What are some things that you are proud of?
- What are some skills or characteristics that make you special?
- What can you do to help other people?
Complete Branding Yourself Mind Map in your notebook or using the following fillable and printable document.
Press the ‘Activity’ button to access the Branding Yourself Mind Map.
Review and share
Reflect on your brand idea.
Consider the following questions as you reflect:
- How could you represent your personal brand?
- How did your skills in listening, speaking, reading, and/or writing help you to create your personal brand?
Reflection
How do you feel about what you have learned in this activity? Which of the next 4 sentences best matches how you are feeling about your learning? Press the button that is beside this sentence.
I feel...
Now, record your ideas about your feelings using a voice recorder, speech-to-text, or writing tool.