BRANDING

ESSENTIAL QUESTIONS

How does a strong brand influence the way people feel about an event and influence their decision to attend?

OVERVIEW

Every successful concert has a recognizable brand. Before a ticket is sold or a poster is shared, audiences begin forming opinions based on the event's visual identity. A concert's brand communicates its personality, creates excitement, builds trust, and helps distinguish it from competing events. During this lesson, students will learn how businesses and entertainment companies use branding to influence consumer perceptions and purchasing decisions. Students will explore the core elements of branding - including logos, typography, color psychology, imagery, and brand consistency before creating an original visual identity for their school concert. By the end of the lesson, each student team will have developed a professional concert brand that will be used throughout the remainder of the program on all promotional materials, merchandise, tickets, social media graphics, and event signage.

OBJECTIVES

Upon completion of this lesson, students will develop the skills through which they may:

Explain the purpose of branding in the entertainment industry.
Identify the key elements of an effective brand identity.
Analyze how visuals communicate emotions and influence audiences.
Apply principles of graphic design to create a cohesive concert brand.
Develop a professional logo and visual identity for their school concert.
Justify branding decisions based on their target audience.

Click HERE to see the full lesson plan with activities.

Anchor 1

STANDARDS

COMMON CORE STATE STANDARDS

Literacy Standards for Grades 6-12: History/Social Studies, Science and Technical Subjects
College and Career Readiness Reading Anchor Standards

Reading 1: Read closely to determine what the text says explicitly and make logical inferences; cite specific textual evidence to support conclusions.

Reading 7: Integrate and evaluate content presented in diverse media and formats, including visually and quantitatively.

Reading 10: Read and comprehend complex literary and informational texts independently and proficiently.

Literacy Standards for Grades 6-12: History/Social Studies, Science and Technical Subjects
College and Career Readiness Writing Anchor Standards

Writing 1: Write arguments to support claims using valid reasoning and relevant evidence.

Writing 4: Produce clear and coherent writing appropriate to task, purpose, and audience.

Writing 6: Use technology, including the Internet, to produce, publish, and collaborate on written products.

Writing 7: Conduct short research projects to answer a question or solve a problem.

Writing 8: Gather relevant information from multiple print and digital sources, evaluate credibility, and integrate information while avoiding plagiarism.

Writing 10: Write routinely over extended and shorter time frames for a variety of purposes and audiences.

Literacy Standards for Grades 6-12: History/Social Studies, Science and Technical Subjects
College and Career Readiness Anchor Standards for Speaking and Listening

Literacy 1: Prepare for and participate effectively in collaborative discussions, building on others' ideas while expressing ideas clearly and persuasively.

Literacy 2: Integrate and evaluate information presented in diverse media and formats.

Presentation of Knowledge and Ideas

Literacy 4: Present information, findings, and supporting evidence appropriate to purpose and audience.

Literacy 5: Make strategic use of digital media and visual displays to enhance presentations.

Literacy 6: Adapt speech to various contexts and audiences.

Literacy Standards for Grades 6-12: History/Social Studies, Science and Technical Subjects
College and Career Readiness Anchor Standards for Language

Language 1: Demonstrate command of the conventions of standard English grammar and usage.

Language 3: Apply knowledge of language to understand how language functions in different contexts and to make effective choices for meaning and style.

Language 4: Determine or clarify the meaning of unknown words and phrases.

Language 5: Demonstrate understanding of figurative language, word relationships, and nuances in word meanings.

Language 6: Acquire and accurately use general academic and domain-specific vocabulary.

MARKETING COMMON CAREER TECHNICAL CORE STANDARDS

4. Apply communication skills necessary to interact effectively with internal and external customers.

5. Describe career opportunities and the means to achieve those opportunities in each of the Marketing Career Pathways.

MK 5.2: Develop personal traits that foster career advancement in marketing.

10. Use marketing strategies and processes to determine and meet client needs and wants.

MK 10.1: Identify the elements of the marketing mix and their relationship to customer value.

MK 10.4: Utilize marketing information to develop a marketing plan.

MK 10.5: Acquire foundational knowledge of customer/client/business behavior to understand what motivates decision-making.

MK 10.6: Develop marketing strategies that communicate a consistent brand identity.

NATIONAL STANDARDS FOR BUSINESS EDUCATION
Communication

I. Foundations of Communication – Communicate in a clear, complete, concise, correct, and courteous manner on personal and professional levels.

II. Societal Communication – Apply effective interpersonal and social communication skills in personal and professional situations.

III. Workplace Communication – Use leadership, collaboration, customer service, and professional communication skills to work effectively with various business constituencies.

Entrepreneurship

I. Entrepreneurial Concepts – Recognize opportunities to develop products, services, and business ideas that meet customer needs.

II. Marketing – Analyze customer groups and develop a plan to identify, reach, and retain customers in a specific target market.

III. Economics – Apply economic concepts to entrepreneurial decision making.

VI. Interactive Media – Use multimedia software to create media-rich projects.

Marketing

I. Marketing Foundations – Understand marketing concepts and the role of marketing in business.

II. Consumers and Their Behavior – Analyze the characteristics, motivations, and behaviors of consumers.

III. Marketing Planning – Develop marketing strategies that support organizational goals.

IV. Marketing Information Management – Use market information to make informed branding and promotional decisions.

V. Marketing Research – Analyze the role of marketing research in decision making.

VI. Product and Service Management – Develop and manage products and services that satisfy customer needs.

VII. Promotion – Apply promotional strategies and branding techniques to communicate value to target audiences.

National Core Arts Standards (Visual Arts)

Creating

VA:Cr1.1 – Generate and conceptualize artistic ideas and work.
VA:Cr2.1 – Organize and develop artistic ideas using design principles and appropriate tools.
VA:Cr3.1 – Refine and complete artistic work through evaluation and revision.

Presenting

VA:Pr4.1 – Select, analyze, and interpret artistic work for presentation.

Responding

VA:Re7.1 – Perceive and analyze artistic work.
VA:Re8.1 – Interpret intent and meaning in artistic work.

Connecting

VA:Cn10.1 – Synthesize and relate knowledge and personal experiences to create meaningful artwork.
Graphic Design Competencies

Students will also demonstrate competencies in:

Applying the principles and elements of design (contrast, balance, hierarchy, alignment, repetition, proximity, color, and typography).
Creating a cohesive visual brand identity.
Selecting fonts and color palettes that communicate brand personality.
Designing logos that effectively represent an organization or event.
Using digital design software to create original marketing assets.
Evaluating branding choices based on audience appeal, consistency, and marketing effectiveness.