Teacher: Ms. Damianne R President

Unit 2: Building a Brand

Expected time:

Stage 1 – Desired Results

Established Goals:

Creativity and Innovation

b.        create original works as a means of personal or group expression.

Digital Citizenship

a.        advocate and practice safe, legal, and responsible use of information and technology.

b.        exhibit a positive attitude toward using technology that supports collaboration, learning, and productivity.

d. exhibit leadership for digitalcitizenship.

 

Understandings:

Students will understand:

  • Branding is the deliberate creation of an identity that encapsulates and identity and makes it recognizable/knowable
  • A brand can be created using a variety of habits and representations
  • Identity, brand and interactions affect future opportunities
  • Social networks can be used for creating and spreading a brand.

Essential Questions:

What is branding and why is it important?

How does the web factor into our identity?

Students will know

  • Considerations in creating a brand
  • The social networks that assist in branding

Students will be able to …

  • Cultivate an online identity that predicts future behavior
  • Participate in networks and communities that establish their brand
  • Reserve accounts and usernames that represent them
  • Consider their future and make deliberate choices to prepare for it

Stage 2 – Assessment Evidence

GRASPS Tasks: Your

Goal: The goal is to create an online identity that will assist you in obtaining the opportunities that you want e.g. getting into the university of your choice.

Role: You are in grade 12 and applying to university.

Audience: The target audience is university admissions employees and possibly employers for your summer jobs/work study jobs while at university.

Situation: There are a large number of students who have applied for university, many more than there are spots available.

Product/performance: You are responsible for developing a brand and online community/identity/footprint so that you stand out amongst the other students applying for university.

Standards for success: Your online identity must be a carefully constructed composition of usernames, accounts, networks, communities and representations/symbols.

Six Facets of Understanding:

Explanation/Interpretation: Give examples of famous brands associated with people. How were those brands established? What distinguishes those brands? How are you currently represented in the world?

Application: Design a logo and determine a name to identity yourself and your brand.

Perspective: Analyze the communities that you belong to and determine which ones establish the identity that you want to cultivate? How does your reputation/identity relate to your values and goals? Which new communities should you join?

Empathy: ??

Self-knowledge: This runs through the entire unit because of the nature of the topic.

Stage 3 – Learning Plan

Investigate:

  1. Come up with student generated questions about brands and identity
  2. What is a brand? What are the elements that make up the famous brands that we know and remember? Why do some brands fail? Discuss examples of brands with some examples that have been recently modified.
  3. Students will watch Loic’s branding series to learn about personal branding. This component will include a number of assignments and performance tasks.
  4. Students will research branded people and do research to determine the elements that make up their brand. What tools do they use to establish their brand and promote it?
  1. Students will determine their values and beliefs
  2. Students will use the web to determine what their current identity is and compare that with their values and beliefs.
  3. Students will research how universities and employers are using the web to obtain suitable candidates.
  1. Students will explore archive.org and the wayback machine.

Plan: Students will consider what they want to study and where they might go to school and create a profile for themselves four years from now as they are applying for university. They will include the information that they want future universities and possibly employers to find out about themselves.

Create :

Students will create a document outlining their plan for their personal brand including account names, domain names, logos and other elements that will represent them.

Evaluate:

  1. individual assessment
  2. teacher assessment - maybe can include other faculty members in this assessment?

Resources:

Applicable Quotes

Logo redesigns

Redesigns

Interviews/Definition of Branding

Google yourself

Videos on branding

Channels

Branding advice

New branding series on youtube - http://loic.tv/ (Thanks @langwitches)

Reflection:

Things to follow up on (thanks @ktenkely)

I can't remember where I saw it but somewhere there is a video that a senior produced for Harvard. On paper he looked very much like everyone else but the video made him stand out. There is another example (again I'm sorry I don't have a link) of a really creative essay. You could also have them read stories of people who buy Google ads so that when a CEO googles themselves, they saw this persons resume.

Teacher notes:

http://www.youtube.com/watch?v=6paItEm2AF4#t=35s