🎤 Module 2 – Branding Foundations (Lecture Script)
🔹 Introduction
“Welcome to Module 2 of our Digital Marketing Course. Today, we’re going to learn about Branding — one of the most powerful tools in marketing. Before we run ads, create content, or build social media pages, we must understand what a brand truly is and how to build one.”
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🔹 Part 1: What is a Brand?
“Many people think a brand is just a logo. But a brand is much more.
A brand is the perception people have about a business.
It’s what people think, feel, and say when they hear your name.
👉 For example:
When you hear Apple, you think: premium, simple, innovative.
When you hear Nike, you think: motivation, sports, performance.
These feelings didn’t happen by accident — they were created through branding.
So, a brand is the emotional connection between a business and its audience.”
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🔹 Part 2: Why is Branding Important?
“Branding matters because:
1. It builds trust
Customers trust brands they recognize.
2. It makes you unique
In a world full of competitors, branding makes you stand out.
3. It helps marketing become easier
A strong brand reduces the cost of ads because people already know and like you.
4. It increases value
You can charge higher prices when your brand feels premium.”
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🔹 Part 3: Elements of a Brand
“Every strong brand is made up of certain elements. Let’s break them down.”
1. Brand Name
Short, memorable, easy to spell.
Example: Google, Daraz, Uber.
2. Logo
A simple visual identity.
Should work on mobile, website, and social media.
3. Colors
Colors influence emotions.
Red → energy (Coca-Cola)
Blue → trust (Facebook)
Black → luxury (Chanel)
4. Fonts
Clean and readable.
Fonts also have personalities: playful, serious, modern, classic.
5. Brand Voice
“How your brand speaks.”
Example:
A beauty brand → soft, friendly
A finance company → professional, formal
A youth brand → fun, energetic
6. Brand Values
“What does your brand stand for?”
Example:
Sustainability
Innovation
Honesty
Quality
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🔹 Part 4: How to Create a Brand Identity (Step-by-Step)
“Here is a simple method you can use to build a full brand identity from scratch.”
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Step 1: Know Your Audience
“Who are you talking to?”
Age
Problems they face
What they want
What makes them trust a brand
Example:
A skincare brand for teenagers should sound friendly, energetic, and relatable.
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Step 2: Know Your Purpose
Ask:
“What problem does my brand solve?”
Example:
A clothing brand helps people feel confident
A bakery helps people enjoy moments
A fitness coach helps people get healthy
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Step 3: Choose a Brand Voice
“Decide how you will talk.”
Examples:
Funny
Elegant
Motivational
Professional
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Step 4: Select Colors + Fonts
Use 2–3 colors only
Use max 2 fonts
Tip: Canva has color palettes and typography combinations.
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Step 5: Create a Logo
Keep it simple
Avoid too much detail
Test if it looks good as a small icon
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Step 6: Build a Brand Story
“A brand story is not a long paragraph. It’s a simple message that explains:
Who you are
What you do
Why you started
Why people should care”
Example (simple brand story):
“We started GlowSkin to provide safe, affordable skincare for young women who want to feel confident every day.”
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🔹 Part 5: Examples of Strong Brand Identity
Example 1: Starbucks
Green = calm, nature
Handcrafted style
Warm and welcoming voice
Example 2: Adidas
Black/white = strength, simplicity
Motivational voice
Values: performance, discipline
Example 3: Local Example (Pakistan) – Khaadi
Colors reflect culture
Traditional yet modern branding
Clear identity in all stores and ads
🔹 Part 6: Practical Activity for You.
“Now let’s do a short practical task.”
Assignment
Create a Mini Brand Kit including:
1. Brand name
2. Brand purpose
3. Audience description
4. 3 brand colors
5. 2 fonts
6. Logo idea (sketch or Canva design)
7. Brand voice (3 lines)
8. Short brand story
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