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Why Branding Matters

Why Branding Matters

Organizations should be designed to endure but can only do so through strong core activities and a strong brand. The open source community might not view branding as important, but there are reason to have consistent branding. From Mozilla to Libre Office or VLC to Blender, successful open source projects have created consistency with branding and messaging of products and services. This presentation will describe why branding is important and how the open-source communities can strike a balance of power between community efforts and branding needs.

Douglas DeMaio

May 07, 2015
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Transcript

  1. 2 Overview • History of Branding • Evolution of Brands

    • Brand Control • openSUSE • Achieving Branding
  2. 4 History of Branding • Brandr meaning "to burn" ‒

    Branding Animals ‒ Branding People • Merchants' marks ‒ Used to identify authenticate goods The first printed English advertisement was in 1472 when William Caxton printed a poster and tacked it onto church doors announcing the sale of a book Egypt
  3. 5 History of Branding • Gutenberg Printing Press ‒ Contributed

    to mass advertising • TV (1941) • Internet (1994) • Social Media ($11 billion in revenue by 2017)
  4. 12 Brand Control: What To Consider • Logo - Consistent

    use, likeness ‒ Size, placement • Graphics – consistent symbols and shapes ‒ Familiarity allows people to remember a brand faster • Color - important component to brand identity ‒ Impact perception of a brand ‒ Different meanings in different cultures • Fonts - Supportive ‒ Use no more than two fonts
  5. 14 Brand Control: Expectations • The brand should correspond with

    the products/services produced. It should convey the essence of what people expect now and in the future. • Branding should represent project in a logical and consistent fashion. It should provide a sense of familiarity to users so, they know what to expect. • Keep it simple. • Provide familiarity
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  11. 28 Need for Branding Theme • Start thinking branding from

    inception of product • Create Brand Strategy • Identify Branding Level/Association ‒ Strong (openSUSE, Social Media) ‒ Medium (openQA, Machinery) ‒ Minimal (Open Build Service)
  12. 29 Need for Branding Theme • Strong ‒ Dominate Colors

    ‒ Follows Brand Guidelines ‒ Identifies Products/Services/Tools under openSUSE • Medium ‒ Gray as Dominate ‒ Uses Hexagons and Logo • Minimal ‒ Powered by openSUSE (Include logo)
  13. 31 Why Branding Matters “If you’re not branding yourself, you

    can be sure others do it for you.” - unknown'
  14. General Disclaimer This document is not to be construed as

    a promise by any participating organisation to develop, deliver, or market a product. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. openSUSE makes no representations or warranties with respect to the contents of this document, and specifically disclaims any express or implied warranties of merchantability or fitness for any particular purpose. The development, release, and timing of features or functionality described for openSUSE products remains at the sole discretion of openSUSE. Further, openSUSE reserves the right to revise this document and to make changes to its content, at any time, without obligation to notify any person or entity of such revisions or changes. All openSUSE marks referenced in this presentation are trademarks or registered trademarks of SUSE LLC, in the United States and other countries. All third-party trademarks are the property of their respective owners. License This slide deck is licensed under the Creative Commons Attribution-ShareAlike 4.0 International license. It can be shared and adapted for any purpose (even commercially) as long as Attribution is given and any derivative work is distributed under the same license. Details can be found at https://creativecommons.org/licenses/by-sa/4.0/ Credits Template Richard Brown [email protected] Design & Inspiration openSUSE Design Team http://opensuse.github.io/branding- guidelines/