{"id":40,"date":"2017-12-07T19:41:45","date_gmt":"2017-12-08T00:41:45","guid":{"rendered":"https:\/\/pressbooks.bccampus.ca\/onlinepresence\/part\/style\/"},"modified":"2023-06-07T17:04:06","modified_gmt":"2023-06-07T21:04:06","slug":"style","status":"publish","type":"part","link":"https:\/\/pressbooks.bccampus.ca\/onlinepresence\/part\/style\/","title":{"raw":"Professional Branding","rendered":"Professional Branding"},"content":{"raw":"In the previous chapter, we defined an online presence as the transaction of communication between a business and its customers (business to business, or business directly to people). In this chapter, we will look more deeply into what makes an effective brand, both technically and through case studies.\r\n
\r\n

Chapter 2 Learning Objectives<\/p>\r\n\r\n<\/header>\r\n

\r\n
    \r\n \t
  1. Develop an understanding of the C.R.AP. design\u00a0principles<\/strong><\/li>\r\n \t
  2. Bring an awareness of design-thinking into branding<\/li>\r\n \t
  3. Source and curate effective images for use on the web<\/li>\r\n \t
  4. Identify various web image formats and their purposes<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\nA brand is way more than a logo or website. The company's feel and reputation are tightly connected to its branding.\r\n\r\nBefore continuing, complete the exercise below to help you understand how two different companies, that sell the same product, market their brand.\r\n
    \r\n

    EXERCISE 2.1 Describe some differences between two very different brands, selling the same product<\/p>\r\n\r\n<\/header>\r\n

    \r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n
    <\/td>\r\nPit Viper<\/a>[footnote]Pit Viper. (n.d.). https:\/\/ca.pitviper.com[\/footnote]<\/td>\r\nOakley<\/a>[footnote]Oakley. (n.d.) Be who you are. https:\/\/www.oakley.com\/en-ca[\/footnote]<\/td>\r\n<\/tr>\r\n
    Purpose<\/strong><\/td>\r\n<\/td>\r\n<\/td>\r\n<\/tr>\r\n
    Audience<\/strong><\/td>\r\n<\/td>\r\n<\/td>\r\n<\/tr>\r\n
    One-liner<\/strong><\/td>\r\n<\/td>\r\n<\/td>\r\n<\/tr>\r\n
    Lead-generation<\/strong><\/td>\r\n<\/td>\r\n<\/td>\r\n<\/tr>\r\n
    Calls to Action\r\n<\/strong><\/td>\r\n<\/td>\r\n<\/td>\r\n<\/tr>\r\n
    Design Elements<\/strong><\/td>\r\n<\/td>\r\n<\/td>\r\n<\/tr>\r\n
    Effectiveness (out of 5)<\/strong><\/td>\r\n<\/td>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\nWhat key differences do you note between the two businesses? What do you think accounts for those differences?\r\n\r\n<\/div>\r\n<\/div>","rendered":"

    In the previous chapter, we defined an online presence as the transaction of communication between a business and its customers (business to business, or business directly to people). In this chapter, we will look more deeply into what makes an effective brand, both technically and through case studies.<\/p>\n

    \n
    \n

    Chapter 2 Learning Objectives<\/p>\n<\/header>\n

    \n
      \n
    1. Develop an understanding of the C.R.AP. design\u00a0principles<\/strong><\/li>\n
    2. Bring an awareness of design-thinking into branding<\/li>\n
    3. Source and curate effective images for use on the web<\/li>\n
    4. Identify various web image formats and their purposes<\/li>\n<\/ol>\n<\/div>\n<\/div>\n

      A brand is way more than a logo or website. The company’s feel and reputation are tightly connected to its branding.<\/p>\n

      Before continuing, complete the exercise below to help you understand how two different companies, that sell the same product, market their brand.<\/p>\n

      \n
      \n

      EXERCISE 2.1 Describe some differences between two very different brands, selling the same product<\/p>\n<\/header>\n

      \n\n\n\n\n\n\n\n\n\n\n
      <\/td>\nPit Viper<\/a>[1]<\/sup><\/a><\/td>\nOakley<\/a>[2]<\/sup><\/a><\/td>\n<\/tr>\n
      Purpose<\/strong><\/td>\n<\/td>\n<\/td>\n<\/tr>\n
      Audience<\/strong><\/td>\n<\/td>\n<\/td>\n<\/tr>\n
      One-liner<\/strong><\/td>\n<\/td>\n<\/td>\n<\/tr>\n
      Lead-generation<\/strong><\/td>\n<\/td>\n<\/td>\n<\/tr>\n
      Calls to Action
      \n<\/strong><\/td>\n      		<\/td>\n<\/td>\n<\/tr>\n
      Design Elements<\/strong><\/td>\n<\/td>\n<\/td>\n<\/tr>\n
      Effectiveness (out of 5)<\/strong><\/td>\n<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

      What key differences do you note between the two businesses? What do you think accounts for those differences?<\/p>\n<\/div>\n<\/div>\n

      1. Pit Viper. (n.d.). https:\/\/ca.pitviper.com ↵<\/a><\/li>
      2. Oakley. (n.d.) Be who you are. https:\/\/www.oakley.com\/en-ca ↵<\/a><\/li><\/ol><\/div>","protected":false},"parent":0,"menu_order":1,"template":"","meta":{"pb_part_invisible":false,"pb_part_invisible_string":""},"contributor":[],"license":[],"class_list":["post-40","part","type-part","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/pressbooks.bccampus.ca\/onlinepresence\/wp-json\/pressbooks\/v2\/parts\/40","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pressbooks.bccampus.ca\/onlinepresence\/wp-json\/pressbooks\/v2\/parts"}],"about":[{"href":"https:\/\/pressbooks.bccampus.ca\/onlinepresence\/wp-json\/wp\/v2\/types\/part"}],"version-history":[{"count":7,"href":"https:\/\/pressbooks.bccampus.ca\/onlinepresence\/wp-json\/pressbooks\/v2\/parts\/40\/revisions"}],"predecessor-version":[{"id":463,"href":"https:\/\/pressbooks.bccampus.ca\/onlinepresence\/wp-json\/pressbooks\/v2\/parts\/40\/revisions\/463"}],"wp:attachment":[{"href":"https:\/\/pressbooks.bccampus.ca\/onlinepresence\/wp-json\/wp\/v2\/media?parent=40"}],"wp:term":[{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/onlinepresence\/wp-json\/wp\/v2\/contributor?post=40"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/onlinepresence\/wp-json\/wp\/v2\/license?post=40"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}