Brand Identities
Explain to students that a successful brand has an identity that helps you remember it. Brand identities can also make you want to buy something, either by appealing to an existing identity (by saying you are the kind of person who buys this product) or encouraging you to aspire to an identity (by saying you could be a certain kind of person if you bought it.)
Have students navigate to the student chapter Brands: What’s Their Identity. Have students go through the examples of branded ads and then answer the questions.
If some students finish the questions earlier than others, have them quietly brainstorm imaginary products that they could create an advertisement for (this will be the assessment task later on.)
When students have completed the questions, take them up as a class:
Which brands use colour and shape to create their brand identity? How do they do it? What is the effect?
(Almost all do this. Coke may be the most famous example: the cursive writing and distinctively-shaped bottle reinforce the idea that it’s unique, “the real thing.” Sriracha hot sauce is an example of another brand that does this, with the colours and shape of its bottle.)
Which brands connect themselves with an existing identity? How do they do it? What is the effect?
(Tim Horton’s makes an explicit connection with Canadian identity, as well as referring to hockey and using the same colours found on the Canadian flag. Another example might be Gillette, which appeals to gender identity by describing its razors as “the best a man can get.”)
Which brands use celebrities or influencers to create their brand identity? How do they do it? What is the effect?
(Estee Lauder and Apple use Kendall Jenner and Taylor Swift, respectively. Kendall Jenner’s popularity with teens makes Estee Lauder seem like a more youth-focused brand, while the image of Robert Downey Jr. as Iron Man underlines Apple’s position as a high-tech brand. Another example is Omega watches, which pay to be shown on James Bond’s wrist in his movies. Who doesn’t want to be like James Bond?)
Which brands try to make you feel good about yourself for buying them? How do they do it? What is the effect?
Which ads are aspirational (showing you someone or something you want to be)? How do they do it? What is the effect?