Creating Brand Identity

Overview

This 90-minute lesson engages Year 7-8 tamariki in a Kura Kaupapa Māori setting in exploring the concept of branding within a business context. It is designed to align closely with Te Marautanga o Aotearoa, integrating kaupapa Māori values, Kiingitanga, and tikanga marae to connect learning to te ao Māori. Hands-on activities foster creativity and collaboration.

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Learning Objectives

Aligned with Te Marautanga o Aotearoa and relevant achievement outcomes:

• Understand what a brand is and its importance in business (Whakawhitinga kōrero / Communication; Whakaako ā-ringa / Hands-on learning)
• Recognise the components of a strong brand: name, logo, colours, style, reputation (Ngā Pūmanawa / Competencies: Whakaaro, Whakawhitiwhiti)
• Employ kaupapa Māori in developing a business identity reflecting tikanga Māori values
• Create a business name and design a logo incorporating Māori patterns and symbolism respectfully (Kaitiakitanga, Manaakitanga)
• Understand the concept of target markets relevant to whakapapa and whānau values

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Success Criteria

Tamariki will show they can:

• Clearly explain what a brand is in their own words
• Identify features that make logos strong and memorable
• Create a unique business name and slogan that reflect Māori cultural values
• Sketch or digitally design a logo including Māori motifs appropriately used
• Describe their intended customers aligning with cultural identity

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Lesson Breakdown (90 minutes)

1. Introduction and Warm-up (15 minutes)

• Whakawhanaungatanga: Quick pepeha round to establish connection and share favourite clothing brands.
• Teacher leads a discussion with these guiding questions:
  • He aha te take e mau atu ai te tangata i ngā kākahu o tētahi waitohu? (Why do people wear certain brands?)
  • He aha ngā waitohu rongonui o te ao Māori, o Aotearoa rānei? (What are well-known brands in Māori or NZ contexts?)
  • Me pēhea e āwhina ai ngā tohu waitohu ki te pakihi? (How do logos help businesses?)
• Define “brand” in te reo Māori and English, including elements like ingoa (name), tohu (logo), tae (colour), āhua (style), and rongonui (reputation).

2. Teaching Chunk: What is a Brand? (20 minutes)

• Show examples of local and international brands (Nike, Adidas, plus Mana Wear, Koru Threads). Discuss the significance of each component of the brand.
• Integrate tikanga marae values by discussing how these aspects (ingoa, tohu, tae, āhua) reflect whakapapa and mana of a whānau or hapū business.
• Use a graphic organiser wheel for students to visually represent the parts of a brand.

3. Activity 1: Brand Exploration and Discussion (15 minutes)

• Students list their own favourite brands and share what makes those brands memorable or special, prompting consideration of cultural connections.
• Brainstorming session in small groups on what a strong brand means in their whānau or kura context. Groups share back.

4. Activity 2: Creating a Māori Business Name and Logo (30 minutes)

• Introduce criteria for good business names: easy to remember, short, unique, connected to the product and kaupapa Māori.
• Guided brainstorming: In pairs, tamariki come up with 3-5 Māori names for a t-shirt business reflecting their values.
• Sketch or digitally design three logo ideas using Māori symbols, patterns (kowhaiwhai, koru), letters, and colours fitting the name. Use colour pencils or tablets with Canva if available.
• Encourage checking for cultural respect and appropriateness with teacher guidance.

5. Reflection and Whakarāpopototanga (10 minutes)

• Each pair shares their favourite business name and logo with the class, explaining their design choices and how it reflects Māori identity.
• Teacher facilitates a short discussion on factors making a brand strong and how it can express mana and kaitiakitanga.

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Differentiation Strategies

• Provide dyslexia-friendly reading materials with simple language, clear headings, and lots of visuals.
• Allow verbal sharing for those who find writing challenging.
• Flexible grouping for peer support and extension.
• Use drawing and digital design as multimodal expression alternatives.
• For advanced learners: Investigate how Māori businesses use branding globally or create a marketing pitch incorporating tikanga Māori.

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Extension Activities (For Advanced Learners)

• Research and present case studies of famous Māori or Pasifika brands (e.g., Whittaker’s Kakariki) focusing on their branding success.
• Develop a mini pitch including the branding concept, incorporating Māori values such as manaakitanga, whanaungatanga, and environmental sustainability/kaitiakitanga.

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Resources Needed

• Paper, pencils, coloured markers, tablets/laptops for digital design
• Visuals of logos (digital and printed) from local and global brands
• Graphic organiser template for brand elements
• Worksheets for business names and logo sketches

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Te Marautanga o Aotearoa Alignment

• Emphasises tikanga Māori and kaupapa Māori in business contexts
• Builds interpersonal skills through collaboration and presentation (Whakawhitiwhiti whakaaro)
• Applies whakataukī and tikanga to business identity and brand creation (managing self and relating to others)
• Encourages critical thinking about cultural representation in commercial products

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This plan merges kaupapa Māori principles with core business education, embedding Māori identity and tikanga into practical, hands-on learning suitable and engaging for Year 7-8 tamariki in Kura Kaupapa Māori.