Brand Basics
What is brand?
The overall identity, personality, and experience people associate with a business.
What is a logo?
A visual symbol or design that identifies a business or organization.
What is a target audience?
The specific group of people a business is trying to reach with its marketing.
What is brand voice?
The consistent personality and style a brand uses when communicating.
What does CTA stand for?
Call to Action
True or False: A logo and a brand are exactly the same thing.
False. A logo is only one part of a larger brand identity.
What is typography?
The style and arrangement of text and fonts.
What is a customer persona?
A fictional representation of an ideal customer based on characteristics, needs, and behaviors.
What is a tagline?
A short phrase that communicates a brand's message, personality, or promise.
What is the purpose of a hook?
To grab the audience's attention.
What is brand personality?
The human characteristics and traits a brand communicates.
What is visual identity?
The collection of visual elements used to communicate a brand's identity and personality.
Why is marketing to everyone usually less effective than identifying a target audience?
A specific audience helps a business create more relevant messages and content.
What is the difference between brand voice and tone?
Brand voice is the consistent communication style; tone is the attitude or feeling expressed in a particular message.
Complete the marketing formula: Hook → _____ → CTA.
Value.
Name three things that can be part of a brand.
Examples include the business name, logo, colors, fonts, imagery, personality, voice, and customer experience.
Name two ways colors and fonts help a brand.
They communicate personality, create recognition, establish a mood, and help keep designs consistent.
A smoothie shop markets protein drinks to athletes and fitness-focused customers. Who is its target audience?
Athletes and fitness-focused customers.
Rewrite 'Buy our shoes' using an energetic brand voice.
Example: 'Ready to move? Grab your new favorite shoes today!' Other appropriate answers are acceptable.
Give one example of a call to action.
Shop now, sign up today, learn more, follow us, or book now.
A business wants customers to see it as fun, friendly, and energetic. What part of its brand is it defining?
Its brand personality.
A company uses the same logo, colors, and fonts on every social media post. What branding principle is it demonstrating?
Brand consistency
Name three details you might include in a customer persona.
Examples include age, interests, location, lifestyle, needs, wants, buying habits, and motivations.
Why should a brand's voice match its target audience?
It helps the message feel relevant, understandable, and appealing to the intended customers.
What is a marketing campaign?
A coordinated group of marketing activities designed to promote a product, service, message, or goal.