Branding 101

In the beginning, there was the brand. Before a single navigation bar was designed, trade show banner created, or social media icon labored over, there was the brand. And lo, it is often overlooked, but it is so important.

A proper brand is the foundation of everything a business communicates.

In this talk, Ben walks you through the parts of a brand. Assessing client needs, crafting a logo, color palettes, font families and other guidelines for visual communication. You'll learn:

• What a brand is and why it matters
• How incongruous branding can hurt your business
• How to explain branding to clueless/skeptical clients
• Why some businesses succeed in spite of atrocious branding (or none at all)

Presenter: Ben Seigel

Ben Seigel is a veteran communications creative with expertise across disciplines: design, development, marketing. Ben is currently marketing manager at Machinery Row Bicycles, where he shivers and schemes, awaiting spring.