Cultural Identity Branding

Year Levels

Year 7-8 (Kura Kaupapa Māori context)

Duration

60 minutes

Class Size

20 Students

Lesson Overview

In this second lesson of the unit Creating a T-Shirt Business, students will explore the fundamentals of branding with a special focus on cultural identity. They will learn how to reflect Māori culture and values within the brand identity of their t-shirt business, fostering a connection with their whakapapa, tikanga, and Māori worldview.

Curriculum Alignment

This lesson aligns with the Te Marautanga o Aotearoa framework, incorporating:

Learning Area: Pūtaiao, Hangarau hoki (Technology and Enterprise)
Key Competencies:
- Whanaungatanga – relating to others through cultural connections
- Manaakitanga – caring and respect for cultural identity
- Mātāpono – understanding values and principles underlying Māori culture
- Whakarerekē – creativity and innovation through problem-solving and design
Values: Manaakitanga (care and respect), Rangatiratanga (self-determination), Kotahitanga (unity)
Principles: Treaty of Waitangi partnership, inclusion of local tikanga, mātauranga Māori
Unit Theme: Enterprise and innovation grounded in Māori identity

Learning Objectives

By the end of the lesson, students will be able to:

Explain what a brand is and why cultural identity is important in branding.
Identify key Māori cultural values (e.g., kotahitanga, manaakitanga) to represent in their brand.
Brainstorm brand elements (name, logo, colour palettes) that reflect Māori culture and values.
Critically reflect on how their brand ideas convey identity and values relevant to their whānau and community.

Success Criteria

Students will demonstrate:

Clear understanding of branding basics and the importance of cultural identity.
Ability to articulate how Māori values can be expressed visually and verbally in branding.
Collaborative brainstorming contributions respecting others' ideas and perspectives.
Sketch or describe brand identity elements that are culturally meaningful.

Resources Needed

Examples of Māori brands or logos (physical or digital)
Paper, pencils, colouring materials (markers, paints)
Brand identity worksheet with guiding questions (structured yet flexible)
Visuals of Māori symbols, motifs, whakataukī related to values
Student reflection template (can be oral or written)

Lesson Plan

1. Whakawhanaungatanga and Activation (10 mins)

Begin with a karakia to set the tone of respect and unity.
Brief group sharing: He aha te tuakiri Māori? (What is Māori identity to you?)
Connect to last lesson's entrepreneurial ideas from the Creating a T-Shirt Business unit.
Pose the question: Why is it important our business brand reflects who we are as Māori?

Differentiation: Use visuals and sentence stems for students needing language support.

2. Explore the Concept of Branding (10 mins)

Explain branding as how a business shows its identity to the world — name, logo, colours, story.
Show examples of Māori-inspired brands — point out cultural symbols and values embedded.
Discuss values like manaakitanga, kotahitanga, kaitiakitanga.
Interactive question: What Māori words, symbols, colours might you choose for your t-shirt brand? Why?

Dyslexia-friendly: Use clear fonts, colourful visuals, and verbal summary.

3. Brainstorming Activity – Brand Identity Development (20 mins)

Group work (flexible grouping) to brainstorm ideas for their t-shirt business brand.
Use the Brand Identity Worksheet prompting ideas for:
- Business name with Māori meaning
- Logo incorporating local iwi symbols or whakapapa stories
- Colour scheme inspired by nature or tikanga
- Values message the brand will share
Encourage sketching or simple drawings of logo ideas.

Hands-on and kaupapa Māori aligned approach: Support group discussions with Maori proverbs (whakataukī) related to identity and enterprise, e.g. "He aha te mea nui o te ao? He tangata, he tangata, he tangata."

Extension: Advanced learners can start digital mock-ups or write a short brand story in te reo Māori.

Differentiation: Allow use of bilingual dictionaries, paired peer support, visual prompts.

4. Individual Reflection and Sharing (15 mins)

Each student shares one brand idea and explains how it connects to Māori values or identity.
Use scaffolded sentence stems to support expression, e.g., “Ko tēnei te tohu i taku tuakiri nā te mea..." (This symbol represents my identity because...)
Teacher provides feedback focusing on cultural relevance and creativity.
Reflect orally or write a sentence about what they learned regarding cultural identity in business.

Assessment: Use simple rubric/checklist to assess understanding and cultural alignment.

5. Whakakapi – Closing (5 mins)

Summarise key points | Importance of brand as a reflection of identity and values.
Encourage students to think about how their whānau and community might see their brand.
Assign a short homework: talk with whānau about brand ideas and bring back stories/motifs for next lesson.

Teaching and Learning Strategies

Kaupapa Māori pedagogy: Start and end with karakia, integrate tikanga and iwi narratives, encourage collective and respectful sharing.
Cooperative learning: Encourage whānau-style group work reflecting tikanga of kotahitanga.
Scaffolding: Sentence starters, visual prompts, bilingual supports.
Reflection and feedback: Promote metacognitive skills and self-assessment.
Hands-on creativity: Drawing, story-building, verbal sharing.

Differentiation Strategies

Provide bilingual glossaries and word banks.
Pair students for peer support and collaborative learning.
Use multi-sensory resources — visual, oral, and kinaesthetic tasks.
Provide additional scaffolding through graphic organisers for students with literacy challenges.
Allow extra time and breaks as needed.

Extension Activities

Create a digital version of their logo or brand poster using simple design software or apps.
Research successful Māori entrepreneurs and present how their identity influences their branding.
Write a whakataukī or pepeha that could be part of their brand story.
Develop a short presentation in te reo Māori about their brand's cultural identity.

This lesson embraces the core of Te Marautanga o Aotearoa by fostering identity, cultural creativity, and practical enterprise skills in a tikanga-rich context, all aimed at engaging rangatahi Māori meaningfully in business and innovation.

If you would like, I can also provide a formatted worksheet or sentence stems for the lesson based on these ideas.

References

Te Marautanga o Aotearoa principles, values, and learning areas as extracted from curriculum files
Key competencies and future-focused issues in enterprise education
Language and literacy considerations adapted from Te Mātaiaho (English curriculum supports)
Culture and identity integration aligned to kaupapa Māori pedagogy

Teaching Instructions