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THE IMPORTANCE OF BRANDING & HOW TO CREATE
COMPELLING BRANDS FOR THE HOSPITALITY SECTOR
2014
Mystery is a brand design agency specialising in
the F&B / hospitality sector. We combine strategic
understanding with int...
First lesson of brand strategy is appreciating that
brands LIVE in the hearts of your consumers.
Second lesson is that all...
A brand is not a name, trademark, logo,
package, product or service.
It’s actually how you think
and FEEL about a brand.
M...
WHAT IS A BRAND?
A brand is a collection of your thoughts
& feelings about your experiences with it.
Where thoughts and fe...
WHAT YOU MAKE PEOPLE FEEL IS JUST
		 AS IMPORTANT AS WHAT YOU MAKE.
Uwe Dreher, Marketing Director, BMW
MAKING YOUR FEELINGS COUNT
EVERY DAY
People make hundreds of decisions based more on how they FEEL
than on logic. Think ab...
A GREAT
BRAND
EXPERIENCE
SOCIAL
MEDIA
BRAND
VISION
INNOVATION
FORMAT
STRATEGY
PRODUCT
STRATEGY
DIGITAL
STRATEGY
CUSTOMER
J...
MOMENTS OF TRUTH
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
A BRANDS PERSONALITY
STARTS WITH ...
Every strong brand stands for something
with one differentiating attribute we call it...
MYSTERY BRAND POSITIONING
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
The ultimate goal of branding is to build loyalty
Branding generates TRIAL & LOYALTY
TRIAL is a result of the customer bei...
WHAT ARE THE INGREDIENTS OF GIRAFFE
THAT MAKE IT A COMPELLING BRAND?
The Giraffe ingredient that creates a really compelli...
Giraffe is differentiated by its offering,
but also by its BRAND VALUES.
These values make up the character
and personalit...
1. Have the largest hearts
of all land animals
2. Come from the plains
of Africa
3. Are so tall they have a
different view...
LOVE, EAT LIVE VALUES POSITIONING
GLOBAL FOOD... WORLD MUSIC DESCRIPTIVE POSITIONING
A FRESH LOOK AT THE WORLD DIFFERENTIA...
GIRAFFE RESTAURANTS
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
GIRAFFE RESTAURANTS
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
ZA ZA BAZAAR
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
ZA ZA BAZAAR
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
ZA ZA BAZAAR
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
BUBBLEOLOGY
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
BUBBLEOLOGY
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
BUBBLEOLOGY
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW...
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW...
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW...
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW...
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW...
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW...
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW...
SMITHFIELD
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
SMITHFIELD
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
SMITHFIELD
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
SMITHFIELD
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
SMITHFIELD
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
SMITHFIELD
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
DUB JAM
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
MYSTERY LIMITED 87A WORSHIP STREET LONDON EC2A 2BE WWW.MYSTERY.CO.UK
TEL: 020 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK
BRAND ...
MYSTERY LIMITED 87A WORSHIP STREET LONDON EC2A 2BE WWW.MYSTERY.CO.UK
TEL: 020 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK
BRAND ...
MYSTERY LIMITED 87A WORSHIP STREET LONDON EC2A 2BE WWW.MYSTERY.CO.UK
TEL: 020 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK
BRAND ...
DUB JAM
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
DUB JAM
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
What's Your Brand Impression? Mystery Design by Richard Samarasinghe #FBC14
What's Your Brand Impression? Mystery Design by Richard Samarasinghe #FBC14
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What's Your Brand Impression? Mystery Design by Richard Samarasinghe #FBC14

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What's Your Brand Impression? Mystery Design by Richard Samarasinghe #FBC14

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Transcript of "What's Your Brand Impression? Mystery Design by Richard Samarasinghe #FBC14"

  1. 1. THE IMPORTANCE OF BRANDING & HOW TO CREATE COMPELLING BRANDS FOR THE HOSPITALITY SECTOR 2014
  2. 2. Mystery is a brand design agency specialising in the F&B / hospitality sector. We combine strategic understanding with intuitive creativity, to create and enrich compelling brand character. Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  3. 3. First lesson of brand strategy is appreciating that brands LIVE in the hearts of your consumers. Second lesson is that all brands reflect what your company is delivering. IN FACT... “YOUR BRAND IS WHAT PEOPLE SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM” Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  4. 4. A brand is not a name, trademark, logo, package, product or service. It’s actually how you think and FEEL about a brand. Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  5. 5. WHAT IS A BRAND? A brand is a collection of your thoughts & feelings about your experiences with it. Where thoughts and feelings are intangibles, compared to tangible which you can hear, touch, taste and smell. Intangibles you just FEEL. Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  6. 6. WHAT YOU MAKE PEOPLE FEEL IS JUST AS IMPORTANT AS WHAT YOU MAKE. Uwe Dreher, Marketing Director, BMW
  7. 7. MAKING YOUR FEELINGS COUNT EVERY DAY People make hundreds of decisions based more on how they FEEL than on logic. Think about it ...... buying clothes, cars, restaurants, bars and entertainment. SO HOW DO BRANDS GET INSIDE YOUR HEART? Through Exposure of messages about your brand Through actual Experiences with the brand EXPERIENCES = TOUCHPOINTS A touchpoint is a moment (time and place) when the brand comes in contact with the audience .... and there are a lot of them! Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  8. 8. A GREAT BRAND EXPERIENCE SOCIAL MEDIA BRAND VISION INNOVATION FORMAT STRATEGY PRODUCT STRATEGY DIGITAL STRATEGY CUSTOMER JOURNEY LEADERSHIP & VISION OPERATION PROCEDURES MINDSETS & BEHAVIOURS MARKETING COMMS VALUES & POSITIONING LOYALTY BUILDING CREATIVE EXPRESSION OPERATIONAL EXPERTISE PEOPLE & CULTURE PHYSICAL & VIRTUAL ENVIRONMENTS PRODUCTS & SERVICES BRAND ADVOCACY BRAND STRATEGY WHAT IS A GREAT BRAND EXPERIENCE? Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  9. 9. MOMENTS OF TRUTH Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  10. 10. A BRANDS PERSONALITY STARTS WITH ... Every strong brand stands for something with one differentiating attribute we call it the brands core value. The brand essence is in fact the single intangible attribute that differentiates the brand from competitive brands as perceived by the audience. Always be unique and try and own a single idea. Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  11. 11. MYSTERY BRAND POSITIONING Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  12. 12. The ultimate goal of branding is to build loyalty Branding generates TRIAL & LOYALTY TRIAL is a result of the customer being intrigued by your promises of the brand experience. LOYALTY is built from having a series of consistent, singular and favourable brand experiences which is recommeded to others. FACTS Brand Loyalty drives up 70% of all purchase decisions Loyal customers, on average are willing to pay a 20% premium for their brand of choice Strong brands generate long-term results ROI - BRAND LOYALTY Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  13. 13. WHAT ARE THE INGREDIENTS OF GIRAFFE THAT MAKE IT A COMPELLING BRAND? The Giraffe ingredient that creates a really compelling brand is the development of a personality that the target audience emotionally connects with. Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  14. 14. Giraffe is differentiated by its offering, but also by its BRAND VALUES. These values make up the character and personality of the brand. Giraffe's CORE VALUE is LOVE, EAT & LIVE EVERYDAY Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  15. 15. 1. Have the largest hearts of all land animals 2. Come from the plains of Africa 3. Are so tall they have a different view of the world IT'S A FRIENDLY WELCOMING PLACE IT'S AN EXPLORER BRAND ABOUT TRYING FOOD FROM AROUND THE WORLD AND LISTENING TO MUSIC FROM AROUND THE WORLD GIRAFFE IS FUN IT HAS THE LICENSE TO DO THINGS DIFFERENTLY Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  16. 16. LOVE, EAT LIVE VALUES POSITIONING GLOBAL FOOD... WORLD MUSIC DESCRIPTIVE POSITIONING A FRESH LOOK AT THE WORLD DIFFERENTIATING POSITIONING THINK GIRAFFE... BE HAPPY EMOTIVE POSITIONING Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  17. 17. GIRAFFE RESTAURANTS Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  18. 18. GIRAFFE RESTAURANTS Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  19. 19. ZA ZA BAZAAR Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  20. 20. ZA ZA BAZAAR Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  21. 21. ZA ZA BAZAAR Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  22. 22. BUBBLEOLOGY Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  23. 23. BUBBLEOLOGY Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  24. 24. BUBBLEOLOGY Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  25. 25. BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK REBEL KITCHEN Mystery worked strategically to define the brand positioning and name for Rebel Kitchen, prior to designing the identity, packaging and website. At the heart of the brand is the belief in being proactive about health by eating the right nutritional foods. This playful, nonconformist brand is on a serious mission to nourish the world one snack at a time! With their refreshingly no-nonsense tattooed attitude, the first products are a range of kids Coconut Mylk Drinks. 100% Healthy!
  26. 26. BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK REBEL KITCHEN Mystery worked strategically to define the brand positioning and name for Rebel Kitchen, prior to designing the identity, packaging and website. At the heart of the brand is the belief in being proactive about health by eating the right nutritional foods. This playful, nonconformist brand is on a serious mission to nourish the world one snack at a time! With their refreshingly no-nonsense tattooed attitude, with their sophisticated flavours, this range of Coconut Mylk Drinks has been developed for Drinks for adults.
  27. 27. BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK REBEL KITCHEN WEBSITE
  28. 28. BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK LAZYBONES Commissioned with the task of re-invigorating a loss-making pub, Mystery leapt at the opportunity to help create a new destination bar concept! Mystery tackled the low- budget refurbishment brief with a suitably lo-fi approach, raiding their archive of vintage graphics, stencilling the walls and hand-painting the existing furniture.
  29. 29. BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK LAZYBONES Mystery developed a distinctive identity spread across the printed graphics, website, social media pages and interior design to reflect the independent spirit that underpins the concept - from the choice of craft ales, imported lagers and cocktails, to the delicious slow-roasted pulled pork, pulled brisket, buffalo wings and ‘superfly’ hotdogs on the food menu. Sales have more than doubled and the owners are loking for a second site...
  30. 30. BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK LAZYBONES Hidden in the cacophony of graphic street art which adorns the interior are messages and codes that only ‘local Farringdon hipsters’ and the obviously tipsy can decipher!
  31. 31. BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK LAZYBONES Commissioned with the task of re-invigorating a loss-making pub, Mystery leapt at the opportunity to help create a new destination bar concept! Mystery tackled the low- budget refurbishment brief with a suitably lo-fi approach, raiding their archive of vintage graphics, stencilling the walls and hand-painting the existing furniture.
  32. 32. SMITHFIELD Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  33. 33. SMITHFIELD Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  34. 34. SMITHFIELD Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  35. 35. SMITHFIELD Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  36. 36. SMITHFIELD Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  37. 37. SMITHFIELD Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  38. 38. DUB JAM Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  39. 39. MYSTERY LIMITED 87A WORSHIP STREET LONDON EC2A 2BE WWW.MYSTERY.CO.UK TEL: 020 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK BRAND VISION FOR DUB JAM TONAL VALUES OPERATIONAL VALUES COMPANY VALUES CORE VALUE H U M BLE UPCYCLED VIB RANT POSITIVE CARIB BEAN LAIDBACK PHIL O SO PHICAL PLAYFUL CONSISTENT UPBEA T MUSICAL SPONTANEOUS TASTY WELCOMING INTEGRITY FUN AMBITION ONE LOVE
  40. 40. MYSTERY LIMITED 87A WORSHIP STREET LONDON EC2A 2BE WWW.MYSTERY.CO.UK TEL: 020 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK BRAND VISION FOR DUB JAM JERK BBQ & RUM SHACK 12 HR MARINATED; 24 HR SMOKED; BBQ GRILLED - JAMMIN' JERK! REGGAE RUM PUNCH - BASS FILTERED ONE LOVE GOTTA LOVE TROJAN RECORDS COOKIN' UP FOOD & MUSIC FLAVA SENSATION DESCRIPTIVE PRODUCT PRODUCT VALUES EMOTIVE LIFESTYLE SUGGESTIVE DUB JAM
  41. 41. MYSTERY LIMITED 87A WORSHIP STREET LONDON EC2A 2BE WWW.MYSTERY.CO.UK TEL: 020 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK BRAND VISION FOR DUB JAM WELCOME Entrance INFORM Menu PROMOTE POSINTERACT Loyalty HINT Interior THANK Bill Message INFLUENCE Word of mouth ATTRACT External Signage DUB JAM MESSAGES BBQ & RUM JERK BBQ & RUM SHACK CHILL OUT / TAKE OUT 24 HR MARINATED; 12 HR SMOKED; 28 DAY DRY-AGED BBQ GRILLED START EACH DAY WITH MARLEY IN YOUR CUP AND A SPRING IN YOUR STEP IT'S LIKE A CHILLED-OUT BEACH PARTY SOLIDARITY Together we'll spread the love ONE LOVE ME NAH WORRY
  42. 42. DUB JAM Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
  43. 43. DUB JAM Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
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