The Creative Process of Brand Building: Connecting Consumers & Companies through Stories

Stanley Hainsworth, Founder of Tether

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6 Lessons (47m)
    • 1. Trailer

      2:00
    • 2. Introduction

      7:52
    • 3. Brand Story

      11:48
    • 4. Visual Execution

      11:27
    • 5. Presenting Your Work

      5:21
    • 6. Conclusion

      8:03
25 students are watching this class

Project Description

Rebrand a popular candy for teenagers. Share your strategy in words, a new logo, or new packaging.

Project Description

Choose a candy that could use some help with branding! Rebrand it by telling a new story for a teenage audience (ages 13-18).

If you don't want to limit yourself to just candy, choose another product to re-brand! Think coffee, energy drinks, etc.

Share your updated 3 to 5 brand characteristics with the class. Be sure to explain how each fits into the brand story. Got design chops? Take it a step further, and share an updated logo and revamped packaging concept.

Tools & Materials

You’ll need a pencil and paper for sketching your ideas. If you’re planning to render your project digitally, you should have prior knowledge of and access to Photoshop, Illustrator, or another digital imaging software.

  1. Pick your product

    What candy will you rethink? Consider:

    • What are my favorite candy bars, and why?
    • When I look over a candy stand, what catches my eye?
    • What elements do I love: taste, packaging, story, or something else?
    • What candy bars could benefit from the teenage market?

    If you want a challenge, consider a candy traditionally associated with older audiences. For more inspiration, browse lists like The Best 25 Candy Bars of All Time.

  2. Determine the brand vision

    Ask yourself the following questions to figure out your vision for the brand:

    • What is the company trying to do with the brand?
    • What's your reason for existing as a business?
    • Who are your competitors?
    • What do teenagers need, want, and desire in their candy?

    You might find it helpful to organize your thoughts in a mission statement, short description, or visual collage.

  3. Identify the brand promise

    Identify what the brand is committed to providing to the customer every time they interact with the brand.

    Consider three questions:

    • Is this a compelling promise to customers/stakeholders?
    • Is this a credible, believable promise?
    • Is this a keepable promise that can be executed well?

    For more examples of brand promises, check out "What's Your Brand Promise?" at FixBuild&Drive.

  4. Consider the name

    If you feel the brand name doesn't fit with your revamped brand story, rethink it. What name would better communicate and contribute to the brand promise? What name would teenagers be attracted to?

    Here are a few helpful Fast Company articles on product naming:

  5. Identify the brand characteristics

    If your brand were a person, what characteristics would they have? Identify 3-5 main characteristics and rank them in order of importance.

    Use the chart below for inspiration.

    Share your updated 3 to 5 brand characteristics with the class. Be sure to explain how each fits into the brand story. 

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  6. Design the logo and packaging

    Got design chops? Take it one step further.

    Share an updated logo and revamped packaging concept. Sketch out multiple directions for how to visually represent the brand.

    A few ideas:

    • Try developing an icon for the brand.
    • Think about what will best illustrate the brand's promise and characteristics.
    • Consider creating a brand mascot.
    • Think about what colors convey the characteristics of the brand.
    • Consider which aesthetic matches your brand story. Don't force a certain look or feel on your design. 

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Additional Resources

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