media planning & brand management · 1. overview of brand values (mission, vision, core...

Media Planning & Brand Management

Stella RomagnoliMarketing & Digital Communication

LUMSA 2018-2019

Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019 2

Lesson 2.Expressing the Brand.

Brand IdentificationSystem

Branding Building Process

1. Define and position the Brand (Brand Values, Personality& Brand Drivers: Brand Value Proposition)

2. Express the brand

3. Build awareness and reputation for the brand4. Measure the brand


What will you learn at the end of this section?

• What is a Brand Identification System

• What is a Corporate Identity Manual or Brand Book or Brand Style Guide and its components

• How to choose a brand name• How to choose a web domain name

• What’s a tagline

• Definition of logo and sound logo• Expressing the brand with the products

• Considering the brand experience throughout the customer journey

• Expressing the brand on social media



2. Express the Brand

Express the brand


1’07’’

Express the brand

Express the brand means:

creating a name, visual look and feel for the brand,

and a total customer experience for the target audience for when they

encounter the brand


The look & feel of the brand


3’45’’


Brand Identification System


• A Brand Identity System is a collection of elements that work together to create unified, consistent and flexible brand assets that effectively communicate the brand value to the target audience

• It is a set of verbal and iconic signs that, through the mechanisms of denotation and connotation, express the identity of a brand, as well as the guidelines for its effective management


https://www.spellbrand.com/brand-identity-systemAlberto Pastore, Maria Vernuccio - Impresa e Comunicazione – 2008

These elements are the most enduring over time


Relationship between Identity and touchpoint

HIGH

LOW

INDIRECT DIRECT

Leve

l of e

ndur

ance

Alberto Pastore, Maria Vernuccio - Impresa e Comunicazione – 2008

IDEN

TIT

Y E

LEM

ENT

S

Brand name

Design

Symbol

Colors

Typography

Slogan, tag-line

Jingle

Tone of voice

Points of sales

Buildings

Packaging

Web site

Advertising

Promotionalmaterials


The permanent communication elements:

1. Brand name2. Design (visual identity: colors, graphics, visual image,

etc.)3. Symbols (logo, favicon)

4. Typography (font)

5. Slogan (payoff or tag-line)6. Sound branding, jingle

7. Tone of voice


Identity elements

The brand identity elements should be:

• Distinctive• Easy to remember• Meaningful• Consistent with the brand personality and the value

proposition• Flexible / adaptable (over time, other markets, etc.)• Legally protectable



The brand name

The brand name

• The brand name is the necessary condition of existence of the brand (in particular the sound component of the name)

• Stages of the naming process:

1. Set the positioning goals (brand promise, persona, values…)

2. brainstorming3. Screening based on a legal verification (original

name)

4. Selection of a list of names 5. Check the web domain name availability6. Choice of the name


Brand name process: Mobile Alliance case-study


The name of the brand should…

• Be easy to pronounce• Be understandable / easy to remember• Reflect the brand value and purpose• Be consistent with mission, brand personality, target

and value proposition• Be flexible (extension of the brand architecture, other

countries, etc.)• Be unique and memorable


Web domain name

• The web domain name is very important for the digitalstrategy

• The domain name should be:

– Easy to remember– Hard to misspell– Not too long– Keyword driven (it is better to use simple words that

people might search for on Google)

• It is also useful to buy similar names (and differentextentions) to avoid competitors using them.


Domain name


3’56’’

Top level domain

• .com is for company (and it is the most difficult to findfree)

• .org is for government

• .edu is for education• .it is for Italy (and there are all the Countries extentions,

.eu for Europe, etc.)



Slogan, tag-line, payoff

Slogan, tag-line, payoff, key message

Many logos may be combined with a tag-line: a short statement that describes the company or product, or explains its philosophy. It provides support for the brand identity and positioning



Brand logo

Brand logo

• The logo is the most important visual representation of the brand

• A logo (abbreviation of logotype) is a combination of graphic marks, text, emblems or symbols that, together with the name, are used to aid and promote public identification and recognition.

• It may be an abstract or figurative design or include the text of the name.


The rules of logos design

• Good logos identify (they don’t describe)

• Logos must be visually engaging• Logos must be memorable• Logos must be able to exist in a variety of media• A logo is the foundation of the visual system


Wordmarks


2’30’’

Wordmark

• A good wordmark isn’t simply a typeset. It should be a proprietary set of letter forms, easy to read and memorable. It’s an icon of a name.


Monogram


2’04’’

Monogram


Icons


2’32’’

Figurative design: icons

Icons are symbols used as a logo. Usually they need to be linked with the brand name for a few years before they can be recognized.


Jingle: the sound logo


Brand identity must be refreshed to stay updated

Toward simplicity and iconicity


Figurative design more simple and flat


Simpler wordmark with no shadows or 3d effects


Less words or slogans


From wordmark to icon


One famous and recent example of re-brandng


Deloitte. The new identity



The Corporate Identity guidelines

Corporate Identity Manual

• The Corporate Identity Manual, or Brand Book, or Brand Identity Style Guide or Brand Guidelines is a documentthat contains a set of rules on how the brand is presented to the world.

• This document outlines the components, their structureand their relationships to help people apply the brand consistently across all the touchpoints

• It contains both strategic and operational guidelines for the brand management to help keeping the brand promise (not only with the consistent visual but mostly with the respects of the values)


The Brand Book


2’22’’

The Brand Book components

1. Overview of brand values (mission, vision, core promise, drivers and persona)

2. Logo specifications and examples

3. Logo lockups (variations for different uses)4. Color palette

5. Font styles

6. Typography7. Image and photography guidelines

8. Writing style9. Tone of voice


Other components of the Style Guidelines

• Design layouts• Business card and letterhead design• Brochure guidelines

• Signage/outdoor specifications• Store design

• Social media guidelines



Brand Booksexamples

Linkedin. Very essential


Brand Book Freemove


British Airways 2007


Heineken



3. Build awareness and reputation for the brand


We must keep the brand promise

with our products and in all the touchpoints


Product performanceand brand essence

Product performance and brand essence


2’19’’

How to link product features with brand drivers

The products or services that we provide are the mostimportant components of branding: they must deliver the benefits that we promise.We must be sure that there isn’t a gap between products’ performance and the brand.• Make a list of all key product/service features• Identify each feature’s benefit:

– Functional,– Economic,

– Emotional,– Self-expressive, …

• Compare this list with the brand drivers and try to connect each benefit with at least one of the drivers



Brand Experiencethroughout the customer

journey

Customer journey and brand experience


2’13’’

Brand experience

• To ensure that we mantain the Brand Promise in all the touchpoints, we must analyse the customer journey for our products/services

• Usually these are the steps:

1. Need recognition2. Information search3. Evaluation of alternatives4. Purchase5. Post-purchase behavior

• After defining our customer touchpoints, we selectbrand drivers to emphasize in each one of the steps with different media


Customer Journey and touchpoints


Stores and packaging are veryimportant for the brand experience

Packaging and brand experience

• Packaging is a very important touchpoint because it maybe the first physical encounter your customer has with the brand

• It may also be the last physical encounter they have right before they buy the product

• In creating the packaging we must consider

– The funtional role (mantain goods, explain how it works, and so on)

– The emotional role (depending on brand values)

– The messages (to reinforce the positioning and the brand promise)

– The visual identity and tone of voice (consistent with the Brand Book)


Pakaging and brand essence


Branded space and environment

• Spaces could provide a multisensory experience for the brand

• Not only the retail stores, but also the company lobby, a sporting event, a convention, can carry the look and feel of the brand.

• Creating a branded space is more than just adding a logo.

• After choosing the location we must decide which brand driver to convey (it could depend on the size of the space) and which specific components within the space will havethe job of communicating that driver


Brand experience in stores


Branded space



External communication

External communiction


3’17’’

External communication

• During this course we will focus on the externalcommunication process

• We will analyse owned, paid and earned media• And we will see how to choose, plan and buy paid media

for an advertising campaign.



Expressing the brandOn social media

Social media and digital channels


2’36’’

Using digital channel

1. Ensure consistent look & feel

2. Use the same voice3. Define who can post (and who can’t)

4. Specify the role of each site (tied to a brand driver)


ThanksFonts:

Branding Foundation – Drew Boyd – Lynda.com

Branding for Designer – Sean Adams – Lynda.com

Developing a Style Guide – Nigel French – Lynda.com

Alberto Pastore, Maria Vernuccio - Impresa e Comunicazione – 2008


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