brand brand brand

34
Author: Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia – free for personal use only; no part of this document may be reproduced or used for other purposes without prior permission of the BRAND brand bRaNd Who are you?

Upload: cultural-development-foundation

Post on 17-Feb-2017

110 views

Category:

Marketing


1 download

TRANSCRIPT

Page 1: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia – free for

personal use only; no part of this document may be reproduced or

used for other purposes without prior

permission of the author or CDF

BRAND brand bRaNdWho are you?

Page 2: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Definitions We often hear the term ‘Branding’ but what really

does it mean? Is it the LOGO, is it the advertising jingle, is it a slogan or a Mission and Vision statement? Well, it is really ALL these things and more, so lets take a look:

SOME DEFINITIONS A brand is a "Name, term, design, symbol, or any other feature

that identifies one seller's good or service as distinct from those of other sellers." https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B

See also: The MASB Common Language Project. http://www.themasb.org/common-language-project/ http://en.wikipedia.org/wiki/Brand

Page 3: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Definitions A brand is a “A brand is a customer experience represented by a

collection of images and ideas; often, it refers to a symbol such as a name, logo,

slogan, and design scheme. Brand recognition and other reactions are created

by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary”

https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B&dLetter=B

Page 4: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Avoiding Conflict A brand name is very important, not only does it need to

be memorable, it should capture the emotion and reflect the image and value of your business, your Customer Value Proposition, but it should also be ‘unique’

BEFORE you go investing money and time in creating all your brand paraphernalia, make sure the name you have chosen is available and not already registered in the country(ies) you will be operating in – especially if that name already belongs to a strong brand. Register your COMPANY NAME Register any TRADEMARKS or BRAND NAMES You can now search online for names http://www.rocip.gov.lc/stlucia/default.aspx?UR=https://www.google.com/

Page 5: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

What’s in a name?Ok, so you have a great product, but what should you call it?

Let’s think again about some iconic brands

Apple Steve Jobbs had just come back from an apple farm, and thought the name sounded “fun, spirited and not intimidating”Microsoft a combination of ‘microcomputer’ and ‘software’Nike The Greek Goddess of VictoryCoca-Cola The drink originally contained coca plant extract and it was a ‘cola’ – they felt the two Cs would look good in displayToyota was founded by the Toyoda family: "Toyoda" uses 10 Japanese strokes to write while "Toyota" only 8, a number considered lucky in Japanese culture, so "Toyota" became the company's name.

Page 6: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

What’s in a name?Target their team debated more than 200 possible names but the final name was chosen because “As a marksman's goal is to hit the center bulls-eye, the new store would do much the same in terms of retail goods, services, commitment to the community, price, value and overall experience” https://corporate.target.com/about/history/Target-through-the-years

Macy’s Originally R. H. Macy & Co. was a long-established store; the name was stylized as Macy's – more catchy to the eye and ear.Louis Vuitton Wikipedia says, “When Napoleon assumed the title of Emperor of the French in 1852, his wife hired Louis Vuitton as her personal box-maker and packer. This provided a gateway for Vuitton to a class of elite and royal clientele.” He was famous, his name was famous, therefore calling his business and products after himself made them instantly recognizable, valuable and desirable.

Page 7: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

What’s In A Brand Symbol BRAND: "Name, term, design, symbol, or any other feature

that identifies one seller's good or service as distinct from those of other sellers." https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B

What do you notice about all of these ‘brand symbols or logos?

Page 8: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Only a few of the famous brand symbols – logos – show a picture of what the product is!

What’s In A Brand Symbol

Page 9: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

What’s In A Brand Symbol None of the MOST famous brand symbols – logos –

show a picture of what the product is A good logo EVOKES EMOTIONS or gives a

FEELING The question you need to answer before you design

a logo is: What are the EMOTIONS and FEELINGS that will

make my customer want to buy my product Once you have identified that, you can then ask –

what SYMBOL can I use that will represent this well?

Page 10: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

What you need to know From your market research and developing your

value proposition you can find out:Who your target market isWhat feelings and emotions your product

evokes in people – and what benefits will make them BUY it

What colours people associate with this feeling – note this will vary according to cultures and markets, so go with your main market

What type of shapes and fonts (typefaces) evoke the same feelings

Page 11: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

What you need to know From your colours, typefaces and shapes that are

associated with the feelings your product evokes, combined with understanding your target market’s tastes, you can develop

Brand Colours Logo

And variations – eg vertical and horizontal, with words, without…

Additional brand elements Complimentary colours to form backgrounds in

various uses – shops, displays, web… Set of typefaces for all company uses Graphic elements – shapes, textures, image types

that compliment your brand

Page 12: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

What you need to know Beyond the LOGO and Brand Colours

First a ‘tagline’ is very useful – a short phrase that people remember – eg ‘the quicker picker upper’ ‘Sa nou menm’

But this often comes after you have considered some other key elements of your brand such as

What the key elements of your customer service will be

• Will you customize?

• Will you deliver?

• Will you guarantee quality?

• Are you always on trend?

• Are you classic and traditional?

• Nationalistic?

Page 13: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

What you need to be Be Clear –

This is your first priority: Clever / Catchy are great, but only if you are first clear

Be Different We can’t all be better, but we all need to be different in some

way even if you make the exact same item as someone else, there is

something in your brand that you can differentiate yourself with

Be Sure Don’t say you are something you are not or that you aren’t sure

you can deliver onFocused branding may seem like cutting out potential market

share, but in reality being sure who your market is, helps your core tribe to find you and belong with you

Page 14: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

What you need to bewww.ducttapemarketing.com says

Branding is the art of becoming Knowable (easily recognizable & CLEAR)Likable (you click with the emotions in your

specific way - DIFFERENT )Trustable (you live up to your brand - SURE)

Take the time to create the RIGHT branding, ESTABLISH it thoroughly and make sure you STAY WITH IT!...

Page 15: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Until you REBRAND! When and why should you re-brand?

The only thing that is constant is change

While you should expect to stay with your brand for a very long time, there are circumstances that warrant a rebrand as things are constantly changing

If the market has changed significantly Eg the market demands you are Eco

friendly or socially conscious

Page 16: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Until you REBRAND! When and why should you re-brand?

The only thing that is constant is changeIf your business has changed

significantlyEg you are launching a new eco-socially

conscious product or have merged with, taken over another business/ restructured

If you started without a really professional brandEg you have expanded and now need to

have a more professional image – this may be a full re-brand or developing new elements such as improved packaging, full colour sets, typesets etc

Page 17: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

When and why should you re-brand?The only thing that is constant is change

You are entering a market that has a different cultureYour colours may be wrong, name may

mean something else…packaging may need to be recyclable etc

Competition has become too tight and you need to stand out moreGenerally any good product will

eventually have competitors, you may need to create a new brand to establish your uniqueness

Page 18: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia – free for

personal use only; no part of this document may be reproduced or

used for other purposes without prior

permission of the author or CDF

COLOUR A powerful tool

We not only learn spoken and written languagewe also learn visual languages

Page 19: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

The importance of Colour We all have ‘favourite’ colours – early on in life, as young

kids, we develop preferences for certain colours; some of these are very personal, some are from more general societal and cultural associations. PINK for girls, BLUE for boys, is one we are all familiar with

So the colours you use in your BRAND LOGO and SYMBOLS and all your branding elements are very important and MUST speak clearly to your TARGET MARKET in the EMOTIONAL way you have determined will be MOST LIKELY TO DEVELOP in them a BRAND LOYALTY

Page 20: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

COLOUR

PinkPurpleDark BlueLight Blue

What do the following colours bring to mind for you?

Dark GreenLight GreenYellowOrange

Page 21: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

What do the following colours bring to mind for you?COLOUR

RedGoldSilverWhite

BlackGrayBrown

Page 22: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

http://collectiveindustries.co.uk/8998/branding-colour-psychology/

Page 23: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

http://visual.ly/what-colors-mean-different-cultures

Page 24: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Another visual language is that of and shapes What do these bring to mind?

Page 25: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

When we combine SHAPE and COLOUR SO much can change and even more if we just flip the

shapes

Page 26: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

LINE is another visual language toolConsider how these make you feel

What do you think each one could be used to represent?

Page 27: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Sh ape sUsing this language can create a message – lets see if this logo design and associated elements speak your languageWhat do these shapes and colours bring to mind?

http://www.firedog.co.uk/thinking-space/news-opinions/creativity/going-viral-with-the-society-of-general-microbiology/

Page 28: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Sh ape sWhat do these shapes and colours bring to

mind?

http://www.firedog.co.uk/thinking-space/news-opinions/creativity/going-viral-with-the-society-

of-general-microbiology/

Did they make you think of nature?

Did you see the ‘M’Bugs?

Page 29: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

TOSCA

Textures can also evoke feelings and create an image in a customer’s mind – What do each of these say to you?

http://depositphotos.com/

http://www.dafont.com/tosca-zero.font

Page 30: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

TEXTURECaution should be exercised

when incorporating textures into logos in particular as when reduced to business card size, some printing methods will not be able to reproduce the details

Page 31: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

TEXTURE

Think of what these textures make you feel? What do they say?

Page 32: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

TEXTURE

Think of what these textures make you feel? What do they say?

Page 33: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Sh ape s and

TEXTUREThe combination of shape, colour and texture combinations also sends strong messagesThe 3 examples below all create different feelings in the people who see them

Page 34: Brand brand brand

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Summarizing Branding Elements that fit the emotions and market

sector you are targetingCOLOURSSHAPESLINES TEXTURESWORDSCUSTOMER SERVICECOMMUNICATIONS