Branding 101: How to Brand Yourself & Your Business | Liz Azyan | Skillshare

Branding 101: How to Brand Yourself & Your Business

Liz Azyan, Digital Consultant

Play Speed
  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x
14 Lessons (1h 1m)
    • 1. Introduction

      1:37
    • 2. Start Here

      0:35
    • 3. What is branding?

      3:27
    • 4. Influence What People Say

      3:18
    • 5. Introduction to Visual Branding

      2:51
    • 6. Colour Basics You Need to Know

      3:19
    • 7. Find Out What Colours Mean

      9:01
    • 8. Colours That Work Well Together

      1:23
    • 9. Create Your Colour Palette

      3:31
    • 10. Choosing & Pairing Your Fonts

      6:40
    • 11. Guide to Effective Logos

      2:47
    • 12. Images That Stand Out

      5:02
    • 13. Class Recap

      1:49
    • 14. Class Project

      16:07

About This Class

eb0308d8

This class will walk you through the basics of building an unforgettable brand. You will learn how to build your brand from scratch and understand what decisions to make when it comes to your brand colour, logo, typography and imagery. And if you've already built your brand, you'll be able to apply the knowledge you learn here to improve upon your current branding.

You'll discover how to:

  • Learn how to pick the right the colours for your brand
  • Choose suitable fonts to enhance your brand message
  • Create a logo that's relevant and memorable for your brand
  • Find imagery that elevates your visual brand and communicates what your brand is all about
  • Apply tricks of the trade when it comes to visual design
  • Create a brand board for your brand that will create consistency across all your branding

Download the lesson handout that goes with this class here: http://bit.ly/BrandHandout

Transcripts

1. Introduction: Hey there, I'm Liz. I've been helping brands communicate with their audience for the past decade. Today we're gonna talk about visual brand. What is branding anyways, what colors should you use for your brand? Color palette? You need one. This color, go with this color. What font goes with your brand personality? Do you need more than one fonts? Does this font go with what about soft photos? How do you find ones that don't look lame? And is it expensive to get good photos? I answer all these questions right here, right now. 2. Start Here: Welcome to this class. So before we start, please do download the lesson handout for this class because it'll help you get through all the content a lot easier. And it has all the lengths so you don't have to try and find all the links. You just click on the document and I'll take you to all the resources that you will need for this class. So without further ado, Just go ahead on this link and download the lesson handout. I look forward to seeing you in the next lesson. 3. What is branding?: So before we go into further how you can create a great visual brand for your business. I really want to get to the crux of what branding is first. So to demonstrate this, I'm going to show you a few illustrations here. So as you can see here is a picture of a man and a woman. And this one says the minus a1 to the woman. I'm a great lover. So what this is, this is called Marketing. So when a Mantel's woman, that he's a great lover, that's called marketing. If say, the man calls on the phone and says, hello, I'm a great leveler. That's telling them OK, take because it's via the phone. If he says it online, that is called online marketing. Or we might call it internet marketing or Tinder. So that's that. And you say, a woman's friends says, trust me, he's great lover. Now that's called public relations. Or you could also call it word of mouth. So then what is the man says? I'm a great lover, I'm a great lover. I'm a great lover. He says that many, many times over and over again. Ladies and gentleman, that is called advertising. Alright? And what if she says that with the symbol? If he does do that, that means he's a graphics designer. Right? But if somebody says to the man, I understand, you're a great lover. Now that ladies and gentlemen, that is branding. So if somebody says to you, I understand you're the best graphic designer out there or you're the best provider for this particular service I'm looking for. That means they understand who you are, what you can do for them, and why you do it. So that is what branding is, and that's what we're gonna do today in this lesson, is create a visual brand that communicates not only who you are, what you do, but also why you do it. So that people, when they come and see you online, they'll be able to understand that you're the perfect fit for what they need. 4. Influence What People Say: So when we're talking about branding, we're mostly talking about three things. So the first thing is, what do you do? The second thing is, how do you do it? And the third thing is, why does it matter? For me? The third question, why does it matter is probably the most important question in branding. And to explain why this is really important, I'm going to let Simon Sinek do that for me because nobody does it better. Let me give you an example. I use Apple because they're easy to understand and everybody gets it. If Apple were like everyone else, a marketing message from them might sound like this. We make great computers. They're beautifully designed, simple to use and user friendly one-by-one. And that's how most of us communicate. That's how most marketing is done, that's on most sales is done. And that's how most of us communicate interpersonally. We say what we do. We say how we're different or how we'd better and we expect some sort of a behavior, a purchase, a vote, something like that. Here's our new law firm. We have the best lawyers with the biggest clients. We always perform for our clients, do business with us. Here's our new car. It gets great gas mileage, it has leather seats. Buy our car, but it's uninspiring. Here's how Apple actually communicates. Everything we do. We believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly. We just happen to make great computers. Want to buy one. Totally different, right? If you're ready to buy a computer for me well, I did was reverse the order of the information. Would it proves to us is that people don't buy what you do. People buy, why you do it? People don't buy what you do they buy why you do it? This explains why every single person in this room is perfectly comfortable buying a computer from Apple. This tactile was taken from one of the most famous TED Talks. And I only show you the most important bit, which is the y doesn't match a bit where simon explains how Apple derives the wide from their beliefs. So when you think about it, we're beliefs comes from a very deep place inside of us. And it comes from either our background or our culture or our experiences. And all of these really do shape our value system. And so when you think about it, say a brand's beliefs really stemmed from the brand values. Luckily, in branding, we can communicate our brand values via our visual brand. And we can even do this even before we engage in a conversation with a prospect through our website and through any sort of merchandise that we have that shows our branding. So how do we do this? We basically use our logo, our colors, typography, and our imagery to communicate our visual brand and our brand values, which is everything that I'm going to teach you today in this lesson. 5. Introduction to Visual Branding: Visual branding is everywhere. You see them on websites and products, on different types of advertising. You'll also find them on social media, formal documents, brochures, and business cards. Visual brand is basically anything your prospects concede that will inform their decision-making. Remember our lesson earlier about the man being a great lover. Branding is not what you say, it is. What they say is, it is what other people think about you, your company, your product, or your service or a brand is a person's gut feeling about a product, service, or company. You can't control the process, but you can influence it. Visual branding is what the brand looks like. From your logo, color choices, topography, and your imagery. A strong and carefully thought out visual brand can be very persuasive. Think about the last time you were at the supermarket or when you are buying something online, have you ever chosen a product just because of the way it looks? Or maybe you were impressed by the website. Having an understanding of visual branding can help you make more persuasive design decisions. Visual branding is the first impression you have to make on your prospects, is like your shops front door, but virtually is a preview into your company on what it does and how you do it. Each design element is a clue to understand your brand personality and vibe. It tells the viewer what they can expect. Your vibe can be cool, Brit and professional, or it can be something totally different. It doesn't matter what your vibe is. Each design element works together to show exactly what your company is about. Visual branding can work across all your projects from website design, merchandising, brochures, business cards, all your letterhead. There are a lot of benefits at being consistent across all your visual branding. Some companies use a style or brand guide to make sure they're visual branding is consistent. Getting started is OK. To take a more casual approach, the main touch points for your visual brand is your logo, your color palette, your fonts, and your imagery. 6. Colour Basics You Need to Know: Color can help to define what your company is about. And a very powerful and persuasive way. It can leave a strong impression on a viewer and create a sense of unity across all your different platforms, like your website and your social media presence. There are a lot of ways to use color. Just make sure not to go over the top or ignore basic design rules. Avoid common mistakes like using colors that clash with one another or overwhelm your design with two main colors. Be sure to include neutrals in your color like black or gray. White, and off-white. Color plays an important role in visual branding is the first thing people notice about your brand. Studies have shown that 90% of snap judgments are influenced by the color alone. It can draw your eye to an image, make you feel a certain way, or trigger an emotion. It can even communicate something important without using a single wed. The color a brand chooses is often reflected in their logo. As we can see here from some of the most famous and well-known brands. Your brand color communicates the essence of your brand. Bold and bright, or traditional and refined. Think about what you want. Say about your brand that choose the colors that project the right image. So what is the connection between brand values and colors? How do we know what colors to choose for our brand? Well, remember what Simon Sinek said about effective communication. He said know your why, which is essentially your beliefs. And your beliefs can be derived your brand values. So let's take a minute to study this brand values list and see which connects best with your brand and write it down. Now that you have an idea of your brand values, we can now start making the appropriate associations has with colors. How do we do that? Simple, we use a nifty little concept called Color Psychology. Color can be a powerful communication tool. Color works on a subconscious level and has the power to influence feelings and emotions, either positively or negatively. Intentional use of color can help you tell your brand's story better by tapping into specific feeling or emotion association with the transformation or outcome that your product or service provides. We don't all react the same two colors as we all have previous experiences with colors from significant events, cultures, people, and memories. However, there are a few generalities about how people respond to color. And that's what we're going to look into today. 7. Find Out What Colours Mean: Red is considered to be a color of intense emotions, ranging from anger, sacrifice, danger, and heat through to passion and sexuality. Use them branding, it can deliver an impactful punch with the ability to increase desire. It is a bold, energetic, and lively colour that can symbolize strength, confidence, and power. In many Asian countries, such as India and China, Red is regarded as the color of happiness, well-being, and good fortune. So always consider that context. Think is regarded widely in the Western world as the color of femininity. Because of this, it is used to bring awareness to breast cancer and women's products. It also suits rather than stimulates making an, a perfect color for carrying, understanding and nurturing those in need. Pink is also a sign of hope. It is also known to be very romantic as it shows empathy and sensitivity. However, like all colors I think is quite diverse and the level of intensity can impact its meaning. A pale pink is often aimed at little girls. A dusty pink is more sentimental and romantic, while hot pink indicates usefulness. When using the color pink, identify the mood and feeling you want to Muslim and choose your pink accordingly. Don't shy away from using pink for genderless brands, like the way T-Mobile does. As you may be targeting personality or Gen Y rather than gender. Orange has a very interesting psychological meaning as it combines reds power and energy with yellows friendliness and fun. Blending the warmth of red and optimism of yellow. Orange communicates activity and energy. Orange is also known to be a color of motivation, lens, a positive attitude, and general enthusiasm for life. Overall, orange is great for bringing confidence in tough times and creating a sense of fun or freedom in your visuals. Because orange is associated with fun and vibrancy is well suited to youthful, energetic brands and best avoided for luxury, traditional or serious brands. Orange has different tones and shades, each with different meanings and affects. For example, lie Postel pitch tones are seen as sweet, conversational and affable, whereas more intense, vibrant oranges are seen as representative of vitality, energy and encouragement. Being the color of sunshine. Yellow puts a smile on the dial. Is the most visible color from a distance, which is why it's used for street signs and communicates cheerfulness, friendliness, joy, and energy. It can also be associated with mental clarity and intellect. However, yellow is also a cautionary color used in life vest. Police, Corning tape, and hazardous areas. Be aware that some shades of yellow can look cheap, although this may suit your brand image. So it depends. So yellow is a great example of when to research consumer reaction to color appropriateness and make sure it is the right color or shade for your product. Green is a color of balance and harmony. It lends us a clearer sense of right from wrong, since green incorporates balance of both the logical and emotional, Green is one of the months same colors in nature reflecting life, rest, and peace is also a sign of growth, whether that's in the physical object like plants or in our income and wealth. Overall, if you're looking to portray health, rest and to relieve stress, green is your color. Pick your shade of green carefully as brighter or lighter. Greens indicate growth, vitality and renewal, while darker ritual greens represent prestige, wealth, and abundance. Blue is known for its trust and dependability. It's reliable, responsible, and mentally soothing. It also has long been associated with royalty, our military, business and nature, making it a color with a lot of applications. It is the favorite color for companies that wish to convey reliability, trustworthiness, and Communication. Think Facebook, Twitter, and Samsung. It also expresses the authority of organizations like the police. It is also appreciated for its calming and harmonious qualities. Being associated with the sea and the sky. On the flip side is also used to express sadness or depression. Or as we say, feeling blue. Overall, Blue is a well-liked color that can bring a sense of calmness and trust when building relationships, especially in marketing. Purple is most known for his imagination and spirituality. It possesses the energy and power of red with the stability and reliability of Blue. Making an, a perfect balance between the physical and spiritual. Purple is often used to show luxury, loyalty, courage, mystery, and magic. Pupil is considered a low arousal color, is traditionally associated with royalty, majesty or nobility. Darker shades often represents luxury or opulence, while lighter lavender shades are quite feminine, sentimental, and either nostalgic. Purple is the best use for targeting a female audience. As research shows that woman list purple as a top tier color, while it doesn't even rank for men. Brown, Well, maybe not the most visual stimulating color is a great sinus structures security and protection. It is simple, strong, durable, and honest, is also a very serious down to earth color you can use where black might be too intense. The downfall to Brown is that it's the most safe color and consumed, reserved and boring overall user when necessary, but don't depend on it too heavily. You should use Brown with caution as it reminds people of dad. On the other hand, is also great cover-up debt. If the product, your branding has anything to do with soil that or month. Color of seriousness, control, and independence. It represents power, luxury, sophistication, and exclusivity on one hand. And that evil, a mystery on the other, contrasts the bright colour against black US gold foil or a touch of lags, or combined it with white for bold and simple statement. Think about texture and how maps are glossy black might change the message of your brand. Feel free to explore more colors on your own. But once you've picked one primary color, you'll be ready to create your brand's color palette. And this is all about finding a perfect match for your color of choice by choosing secondary and accent colors to complete your color palette. To use this tool, you simply have to put in the name of the color, Select the shade of color that you'd like to use. And then you'll be presented with this page where you can learn more about the color itself. All you have to do is look at the section of the meaning of the color and determine whether or not this suits with your brand value. So for example, here it says, according to color psychology, blue is associated with trustworthiness and reliability. So if this is something that you'd like to portray for your brand and this is your brand value than royal blue might be the colourful you. And it also gives you more information in terms of how to use it and what colors go with it. So I think this too is a very effective tool when it comes to determining the color that you should use for your brand. 8. Colours That Work Well Together: So how do we know what colors work well together? The answer is simple. Color theory. Artists and designers have been using color theory for centuries. So why don't we, anyone can learn about color without being an expert. It can help you build your visual brand effectively. Whether it's choosing a colorful your website background, or determining what color your call to action button should be on your website. All it takes is a little insight and you'll be looking at color a whole new way. Let's start with the basics. This is a standard color wheel. Colors can have various temperatures made of different hues, saturation and values. Hue is probably the easiest one to understand because it's basically just another word for color. Saturation is the intensity of a color. The lower the saturation is, the more subtle the color is. And the higher the saturation is, the more vibrant the color is. Value is how dark or light the color is from black to white. Now that we know what hue saturation and value is, we can put them together to create professional-looking color palettes for our visual brand. 9. Create Your Colour Palette: Luckily, there are tried and true formulas based on something called color harmony that can help. All you need is the color wheel. The first formula is monochromatic. The monochromatic formula are colors derived from one color with the variation of saturation and values, the best thing about monochromatic colors are they are guaranteed to match. And alike is a colours on the color wheel that are next to each other. Don't be afraid to experiment with these and choose the one that is best for you. Complimentary colors are opposite each other on the color wheel that contrast each other. A triadic color scheme uses three colors that are evenly spaced, forming a perfect triangle on the wheel. It's important to make sure that when designing for your brand, that is always readable. Colors should be legible, engaging, and easy on the eyes. Sometimes that means adding some neutral color to your color palette. Neutral colors like black, white, and gray help you balance your design. So when you do use color, it really stands out. As you can see, these formulas are really a starting point to help guide you. You can use the color harmony to help guide you through this process. You can also seek inspiration from your favorite brands, famous works of art, or just a regular picture taken on your phone. You can use canvas color wheel to find the best colors that will work for your brand. Here's how you use it. To use this tool, you simply have to choose the color that you'd like to use. Say you choose that one. And as you can see, it immediately gives you the color that compliments this color or goes well with this color. You can also change the color combination, which is the color formulas that we've learned about. You just have to select the formula you like to use. And then you can either start creating graphic immediately from the color combination and using a free Canvas account. Or you can export this color palette and start using it with any other tool that you might have seen. You want to use Photoshop or Illustrator, or simply give it to your graphic designer to use with your visual branding. You can even use web tools like the canvas tools to find your color palette or even browse through the color palettes that already exist. To use the color palette generators simply upload an image. And as you can see, it immediately picks up all the colors from this image. You can also browse the color combinations that already exist down here. Or you can advocate to colors and find the color palette ideas right here. Color is everywhere around us. I know it can be intimidating to work with color, but it doesn't have to be. Just use the knowledge you've gained from the color psychology and color theory to experiment what you've learned soon. Choosing the right color for your visual brand will feel like second nature. You'll be confident with your choices and know for sure that you've made the right choice for your brand. 10. Choosing & Pairing Your Fonts: Typography. You see it everywhere on the street and magazines, books, product packaging online, everywhere. Typography is the style or appearance of texts or the art of working with text. Typography can be a daunting subject with the endless possibilities of font choices, weights, and sizes. But it doesn't have to be. You only need to know a little to make a difference when choosing a brand fonts. When used effectively, fonts can make your designs stand out and convey your message with impact. Texts are one of the more simpler aspects of visual branding. But it can be surprisingly expressive. All it takes is a different font. And you can suddenly or not so subtly change the entire look of your brand. Most companies choose 1-2-3 fonts that sometimes are derived from the logo for basic everyday use. Creative fonts can also be used once in a while, should be a reflection of unique visual brand. First, let's go through the common types of fonts and what you need to know about them. Serif fonts is a typeface with small decorated edges at the ends of the letters. These typefaces have a certain air of sophistication about them and are often used for long copy as they're easy to read. So for those sophisticated brands, this font is perfect to use as your body fonts, especially in print. A Sans Serif fonts without the small decorative edges, hence the name Sans, which is without serif in French. This is a geometric typefaces with no additional strokes or spurs at the end of the letters. Sans serifs make for modern strong title fonts and are considered easy to read. They also make great partners when applied with different weights and is easier to read on computer screens, including smartphones and tablets. A script fonts is one which mimics the stroke of a paintbrush, often linking letters together. Applying a script at a certain edge to your design and create a dynamic and interesting pairing when combined with a san-serif. Overall, fonts have their own personalities. They all convey their message differently and in their own way. They can come across as casual or neutral, exotic, or graphic. That's why it's important to think about your visual brand carefully and pick a font that fits a fonts personality can also change when you adjust the letter spacing, which is also called tracking, which is the space between letters on a line. You can use this technique to fill in empty space and elongate shorter words. Create flush lines between heading to subheading. Line height is the distance between texts from baseline to baseline. Altering the space can make your type more legible and provide breathing space for tightly tried lines of copy. Selecting the right fold for your design or brands should be done carefully and thoughtfully. Keep in mind that a font should embody the character and spirits of your brand, as demonstrated in these examples, you see that Walt Disney's group is magical and whimsical. Toy retailer toys eros is playful and fun. Beauty company. L'oreal is stylish and sleek. And furniture company ikea has strong bolts lecturing that convey strength, unreliability. Here are some examples of typefaces and kinds of characters sheets they convey is important to ensure that your font is readable, especially if you're using it for longer bodies of text. Avoid using elaborate script fonts or uppercase tags as it forces strain on the reader's eyes and makes the overall tags much harder to read. These kinds of fonts for titles or headings. It's important to understand and leverage hierarchy when creating orders of importance in your texts, titles should be the largest elements on the page. Immediately grabbing the attention of the viewer. While body tags should be the smallest On page and read last. Understanding how to pair fonts is an important skill that can help you take your designs to the next level. Adding a level of professionalism and flow listeners to your design. Create character contrast by pairing bold and regular text treatments or scripts and san-serif fonts. You can create emphasis in your design by pairing serif regular with the serif italic, or suns with the center of italics, demands attention to specific texts elements in your design. By using text spacing and pairing condense tags with a breathable and mildly space techs. Using careful placement of your text, you can create visual order and impact your overall design. Using text spacing can be an effective way to create balance with all the texts elements in your design. To start using this tool, all you have to do is select the Start to fund. Say for instance, you choose this one. And as you can see here, you have three different options. Over here you'll see the name of the fonts that work well together. And here you'll see a sample of how it looks. You can then scroll through to the next one to see what other options you have. Well crafted text can mean the difference between an ordinary brand to an extraordinary brand. Even if you're just starting with design, all it takes is a little bit of insight into typography. And you'll start to notice more Seymour and be able to do more with your own visual brand. 11. Guide to Effective Logos: A logo is not a brand. The term logo is short for logo type. Designs speak for a trademark made from custom letter word. Because Logos is great for word. A trademark can be a logo, a symbol, monogram, emblem, or other aggressive device. A trademark is not the brand itself, so the logo is not the brand itself is merely a symbol for it. When creating a logo for your brand, there are many types of logos that you might not be aware of. The first type is less amongst. Let's amongst our topography base logo that consists of a few or single letters. Word marks are freestanding words. A word mark is better for companies with short names, like letter mark, word mark, logo, our phone-based logo. It's a simple combination of a great name and a perfect fonts. Pictorial marks are local symbols. These type of logos are illustrated symbols of recognisable things. The major decisions to be made when choosing this type of logo is the imaged choose? You want to think long term here because you don't want to choose an image that will reflect your brand in a few years to come. Abstract logo moms are unlike pictorial type logos. They're abstract. It consists of abstract geometric form that represents your brand. The next type of logo is combination mark from the name you'll notice is the combination of any of the logo types. The most effective logos tend to be simple, something people can recognize and easily remember. That's why it's important to make sure your logo is presented in the best way possible. A logo that's blurry, too small to read or not the right dimensions could leave a bad impression on your potential prospects. That's why it's important to keep amongst a copy of your logo and a sharp, high-quality and big enough for any project. If you're hiring a graphic designer to create your logo, make sure you ask them to provide you with vector image of your logo. Vector graphics can be made big or small and never become pixelated. It creating one yourself, Be sure to create them in multiple sizes, from big to small to accommodate your different needs. 12. Images That Stand Out: Imagery are a huge part of building a unique visual brand. Every photo, graphic, icon, and blessing is an opportunity to showcase and visual brand and shaped the way is perceived. Images can really change the way your brand looks and feels. From high-definition photos to carefully crafted illustrations. Even simple things like icons and buttons. Images can play a more important role than just decoration. In visual branding. Their the hook that draws the viewer in. Compelling visuals can help you connect with your audience and make a strong impression before the even read a single word. You don't need to have expensive resources to find high-quality images or illustrations. All you need is a little creativity, resourcefulness, and a willingness to think outside the box with the right resources you can learn to set your brand apart from your competition. First, let's explore where you can find high-quality images. Maybe you have a good camera on your phone or have a digital DSLR. That's great. Or you might even have some graphic design experience. But if you don't, don't panic, there are many resources available online that serve this specific purpose. And most of them are either free or are really accessible. These images are called stock images. You can search for anything you need and you can even get really specific. Most of the stock image sites let you search their offerings. Look for images that are relevant for your brand, but also unique in some way. As viewers, people are naturally drawn to images that feel authentic. For example, distinct but believable photos and graphics that tell a story. But when it comes to images, is not all about the content of the images, but also the technical side as well, which can have a big impact on your visual branding. It doesn't matter if the image you've chosen is perfect in every way. If it's blurry or pixelated, it can leave the wrong impression. Look for high-quality and mentioned that are sharp, clear, and has no distortion. In general, bigger is better because it gives you more to work with. A large resolution image can always be resized or cropped down depending on your needs. Unfortunately, it doesn't work the other way around. If you enlarge a smaller image at immediately loses quality. Remember, few stock images or perfect, as is. Even if the image is high quality, maybe the image is the wrong size or the color could use some work. Fortunately, nowadays, a lot of apps out there can help you make small adjustments to your photos. You can choose the crop resides or add a filter to an image using an app like Canva, pick monkey, or Photoshop. When you need to adjust an image. Cropping can help to change the size, shape, or focus of an image, making it useful in many different situations. Cosmetic adjustments can help you enhance certain image qualities like brightness, contrast, saturation, or color. If you favor app offers, filters are presets. You can change your image dramatically with little time and effort. Resizing an image will ensure it's the perfect size for your needs. Just remember, you can't make an image bigger than its original size without affecting the quality of the image are working with is simply not big enough. It's best to choose something else. Alternatively, find a creative way to work with the image that you have. Adding photos, graphic, and other visuals to your visual branding is a great way to make it more engaging. Even a simple background image can transform a design into something special. Just remember what you've learned about image quality, both technical and conceptual. And your brand is shortest stand out for the right reasons. There are a few tips and tricks to find images that can cohesively match a visual brand. You can use your signature color throughout your images. You can use specific subjects or themes or a consistent graphic or illustration style. Most importantly, avoid stock images that are generic and obviously staged. 13. Class Recap: Now that we've learned about colors, logo, topography, and imagery, it's time to recap what we've learned. So first we watch Simon Sinek talk and we learned about the importance of RY. And we found out that our y is where a client's hopes and dreams and aspirations come from. It is also where our brand values are derived from, where we communicate how we can help our clients. So our job is to find out what lies in the intersection of what our clients wants and what our brand stands for. And this is where you find your sweet spot. Once you've found the words that intersect in between our clients wants and our brand values, we generate a sweet spot that will then help us find our primary color using canvas color meaning tool, and find the best match for the words that come up in your sweet spot. Once you've chosen your primary color, you can then start finding your secondary colors by using canvas color wheel tool to find the best color palette for your brand. Once you're done with selecting your colors, you can move forward and choose a font that best matches your brand's personality. And use the Canva font combination tool to find a font that is best paired with your font of choice. If your logo will have to attacks element to it, you can also apply your fonts of choice and use it in your logo to. The final step in creating an unforgettable brand is to then choose imageries that captures the brand's personality, essence, values, and why. 14. Class Project: For this class projects, I have a very special exercise to share with you is one of my biggest tips and tricks and creating an unforgettable brand. This will help you to be more easily recognized and trusted by your audience. More importantly, it helps people remember your brand by the use of consistent colors, typography, logo, and imagery. In order to create that consistency, you'll need a reference point for your brand to make it all easier. This is where a brand Borg will come in handy. A brand poured in its simplest terms, is a way for you to see all of your most essential visual branding elements that you can refer to, be inspired and staying within the guidelines that you've set for it. This will also have you begin to establish a distinct brand identity. A breadboard is a reference document that can be sent to anyone you collaborate with so they can ensure they are following a brand style and presence. It can also act as a mini inspiration board if you need to spark ideas when creating your brand materials. Most importantly, is also professional to have Abram board. Because when you're adding visual assets to your business, you can check that they match the brand born style guide to keep your designs consistent and on brand. So if you're ready to jump in, download the class project instructions and the canvas brand board template via these links. And I will show you how to create your own brand board. Once you've downloaded the class project instructions, you'll find these three pages. The image on the left is an example of the project that I will create for this video for you to follow. And the right image is what you'll get when you download the breadboard template that you can use to create your own brand board. So if you haven't done it yet, go ahead and download the breadboard templates so you can do this exercise together. Second, third page, you'll find the step-by-step instructions and how to create your own brand board. So if you haven't downloaded these documents, just hit pause and go to the links to download your documents. Please make sure you enter the link exactly as you see it, as this link is case sensitive, so you have to make sure the uppercase and the lower cases are exactly as you see them. Ready. So let's get started. Here's an example of a brand board I created earlier. Since you can see here on the top here is the logo. So if you have your logo, just cut and paste it here. And then we're going to enter all the colours for our brands and enter the hex code below here. And here you'll see the call-to-action buttons. So it's very important to determine what colors you'd like them to be. Here is the favicon or the sub mark for your brand Assad. The con is known as a shortcut icon or a website icon. And it's one of those icons that you see on your tab icons for any web site that you go to. So if you've created a favicon for your website or brand, than this is where you would put that icon here. Next, we're going to address the topography of your website. So first we're going to enter your body copy fonts here. And then we're going to put in your subheaders and then your headlines. And then last but not least, we're going to add the images, textures, and patterns that you might use as inspiration for your branding. So this is very easy you do. It doesn't have to be specific to that tool, photos you'd use on your website. But it's just acts as an inspiration board for you or someone else who's collaborating with you might be our designer to use as a jumping point to select any stock photos or photos that you might take on your own. Use as a point of inspiration. Alright, so if you're ready, let's jump into your brand board template and I'll show you how I created this brand Board in Canvas. Okay, to begin with first, we'll need to put in your logo. So let's just delete this first. Enough. I've uploaded the logo here, so I've just position that there. And to make things easier, you can close up the margins here. So it's easier to select if you need to. The next thing is to select your color palette. So the color palette that you've chosen, you just need to actually enter the colors here. And to do on canvas, it's so easy, you just select the element that you want to change the color to. And because I've used Canva, I've already have my color palette here, so I simply select the color by clicking it. And what you'll do next is you want to enter the hex code numbers. So one, once you have the color already selected here you can see there's like this hex code here. Now you can't select it. It's hovered over here, but you can select the hex code here. So we're gonna colors selected, the hex code will appear here. So you just put that into this here by double-clicking. And as you can see, it's lowercase, so I would just recommend it to be uppercase. So in Canva to change a text to uppercase, you just click it. And then you select this option here, and then you click it once, and it will change to uppercase. And if you click again, I'll just change to lowercase. So in this case we want it to be uppercase, so we just click uppercase, and as you can see, there is already all in uppercase. Next, we select the next color. So as you can see here, I have the next color already selected. And then I'm gonna do, I'm gonna repeat that process again and get the hex code and then put it in. And then I'm going to select it again and then change it to uppercase. I'm gonna split all the other colors now and you might find that this section speed forwarded, so you won't have to watch it in real time. Okay, so we're done with the colors. Now. We're going to choose what color we want the buttons to be. So I would choose I want this color. So let's go back here and we'll select this color. And then we'll also select to the other one. I like this color to be the call to action button. The next thing to do is to add your favicon or sub mark here. So as you remember I mentioned earlier a fabric Khan is the icon that sits on top of the browser here on the tab. So if you can see here is capitalist favicon. So what we want is ARF have a con, to be just to be added here. So we know that's the favicon we'll be using for all our websites. So here's mine. I'll just put it here. Now if African doesn't necessarily only live on the tab website, but you can also added to different places on your branding. So that's what we would call a SUB mark. Another place that you could potentially use this is if you need a profile photo for your brand, for your social media sites, so say Facebook page or Twitter account. You know how the photo is usually a square. So you can use your submarket or fabric con to be one of those profile photos. The next thing is to select the font for your body copy subheaders and headlines. So for my body copy, I've decided that I want to use railway, some just kinda type railway there and then replace it like that. So again, this is an example of the, the font that we've chosen. Again, I just click railway, and that is the font for a body copy. Next, we want to select the subheaders. So for the subheaders, I also want railway, but I want it to be Railway heavy. So I'm just going to select railway heavy. And I also want it to be one of, to use one of the brand colors here. So I want it to be this color. So I've selected the color and select this color here for the body copy, I actually wanted to be this color. So I'm going to change the color here. For the headline font. I would like to use as kind of like a scripts or handwriting type of font, which is similar to my logo here. So I want to use the same font. So if you have the same sort of thing where your logos of fonts are texts, then you can do the same if you want to, but you don't have to do so. But in my case, I would like to use the handwriting fonts here that I've used in my logo to be used as well as my headline font. So just selected there, and I select it again here to show what that looks like in terms of the color. I would love it to be this color here. So I've selected that color. And that's how that looks like right now. Next we're going to select the images, shares, and patents. So this is that it doesn't have to necessarily have textures and patterns. I could just be images that kind of inspire your brand and as all of the same color template that you're using. So for, in my case, I like, I kind of like this sort of image. I think that suits my brand. I also like. So for my brand I had already selected earlier the images that I think work well with my brands. So I selected these images, so I'm just going to drop them here. And the words that I used were like gold, luxury. And then I just looked through, I think I put in blue gold as well because I know that's my color. So that's kind of like how you would go about selecting the images. And sometimes you like textures. So I kinda like this texture. So that'll be useful for my designer or somebody who I'm collaborating with to understand that my brand kind of has that look and feel of this kind of leaf here. And it just helps for some people to understand what your brand looks and feels like. And it also helps you to clarify your own brand style by doing this exercise here. So another thing I really liked was the other day I saw a background in Canvas that I really liked. And that can also add as something that you want to add to a brand board style. But you don't necessarily have to, but I am just giving you an example. So maybe I might like the background of my website to have a pattern behind it. So what I did here was I saw a pattern I really loved, which is this one here on Canva. And obviously I have to change the colors, so I'm gonna change the color to this color. And why I like is that pattern in the back. And I would love for my website to have this kind of look and feel. Sometimes if the pattern is a little bit to what I call it, too dark or too sharp because you know what the background is. It needs to be a bit lighter so everything on it is more contrast. So what I do is here, I'm just going to lower down the transparency. So it kinda looks a bit blurry in the black carbon is not. It allows a big contrast between the colors and the background here, without the pattern overwhelming everything in front of it. So as you can see here, we finished our brand board and I can say, I'm really happy with how it looks. And I'm going to upload this into the class project. So if you are done as well as if you've done this practice along with me or after this, you can go back and watch the video again if you want to. If you feel that you've missed anything, you can go back and look at the video as many times as you want until you have your finished breadboard. Alright guys, I think this was really fun and I love the look of my brand board. Now, I'm really looking forward to see how your brand board looks like. So really work on this and just take a few minutes because this will help me to clarify in your own head what your brand style look and feel is. And that will help other people who work with you to understand what your brand style is as well. And if you download the brand board to the class project, I have a little gift for you, which is my exclusive Guide to stop photos. I'm gonna give you all the links to the best resources, free and paid resources for. It's getting really great imagery for your brand. To download your brand board. Simply click on Download, select PNG, and then click on Download. We'll just take a few seconds for it to download to your computer. Select where you want the berm board to be downloaded. And then simply go to skill share and go to the projects and resources tab. And click Create project. And then upload your brand board. This is for the cover image. So you just kinda position it for the top bit. And then I want you to click here to upload it again. So I could see the whole brand board, that's just the cover image. And then put your name or your brand's name, brand board here. And when you're emailing me at skill share at Lazaro Zan.com. I want you to let me know what the name of your brand borders so I know it's you and I know who's asking for it basically. So once you're done, you just hit publish. Your brand boat will appear here. Be sure to email me and let me know that you've uploaded it so you can get your free gift. Once I've seen that you've uploaded your complete Abram board onto the skill share. I will email you the free gift that you thoroughly deserved in your email. So I'm really looking forward to seeing your completed brand boards in the class project section. If you have any questions, please don't hesitate to ask me, have fun creating your breadboard.