Branding is the process of defining and communicating a company’s essence, character, purpose, products and services. This senior IMC capstone course focuses on the communications process of building brand identities through asset elements including logos, fonts, color palettes, sounds, product design, and user interfaces. In today’s competitive business environment, corporations who have a strong brand presence influence customer preference, have stronger bottom lines, and benefit from higher market valuation.
The objective of the course is to provide students with a sound understanding of the techniques used in constructing a brand identity and to foster students’ abilities to define and execute strategies for implementing these techniques. Specifically, students learn how to effectively create a corporate identity and create a corporate image which they will communicate across all forms of communication including advertising, public relations, and online and interactive media. Students also learn how to differentiate a company from its competitors and build relationships with stakeholders by researching an industry and the competition to concept ideas, and then implementing the final production of communications.
Brand Design and Communication is taught with an entrepreneurial spin. Students build brand identities for fictional organizations in an industry in which they have an interest. Examples have included cafes, bakeries, ice cream shops, restaurants, barber shops, beverages, and non-profit organizations. The final project is producing a Brand Book that not only outlines the research and strategy that went in to the planning, but also the creative executions across the different media.