Incorporating Brand Elements 431

Overview
An important component of developing and maintaining a brand is designing and using brand elements such as logos, taglines, typography, and color palettes. These elements help consumers recognize brands and help maintain alignment to brand personalities. In this assignment, you will evaluate a few brand element concepts and use the strongest concept to create a branded message.
Scenario
Imagine you are a communication specialist for a business called Impact Ed. Impact Ed is a company that provides online trainings and certifications for professionals looking to upskill and participate in professional development. The company then matches participants to companies that are hiring for a particular skill set. They are committed to providing high-quality trainings and certifications at reasonable prices. Impact Ed’s target audience is professionals, and they work with many professional organizations to create trainings, do market research, and connect clients with potential employers. This means they need to develop a brand identity that expresses quality, professionalism, growth, and empowerment.
You have been asked to review brand element concepts provided by a contracted company, select the concept that best suits Impact Ed’s identity and target audience, and use the selected concept elements to announce a promotional offer on their website. The slogan for the offer is “New Year, New Opportunities”, and Impact Ed will offer 50% off all courses and certifications for the month of January.
Prompt
Part I
Read the Impact Ed Brand Element Concepts document and evaluate the three brand element concepts Custom Concepts Advertising Agency created for Impact Ed. Then, select the concept that best matches Impact Ed’s intended brand identity and use it to create your messages.
Specifically, you must address the following rubric criteria:
Brand Identity: Justify how the brand elements from the selected concept align to Impact Ed’s brand identity, using supporting evidence.
Target Audience: Explain how the brand elements from the selected concept will likely be received by the target audience. Base your response on what you’ve learned in the module resources about best practices in visual design.
Brand Element Evaluation: Explain how the brand element concept you selected is the most appropriate for Impact Ed in comparison to the alternatives. Use examples and course resources to support your evaluation.
Part II
Using your selected brand element concept and promotional slogan, create one communication announcing the promotional offer as an advertisement on LinkedIn. Use the LinkedIn Advertisement Examples document, which provides a few examples of advertisements from LinkedIn, to get a sense of the techniques and formats you can use to create your promotional advertisement.
Specifically, you must address the following rubric criteria:
Brand Element Usage: Appropriately use brand elements in the communication to represent the organization’s brand.
Message: Craft a communication that conveys key information consumers need to know in order to take action, and do so in a way that is engaging to the target audience.
Business Writing: Craft the communication using best practices for business writing to convey professionalism and credibility to consumers.

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