1




Initiative Public Relations
Experience the true Art of our Originality
2
What is Brand Identity?
 It defines your organisation
 A Promise that gets kept consistently
 It creates personality ...
3
What is Brand Identity?
•   Creates a new road for new customer relationships
•   Strengthens the impact of all messages...
4
Key Brand Elements
•   Brand Name               Name, slogan, logo
•   Brand Position           Description of your orga...
5
Brand Building
6
Marketing Vehicles
   Brochures
   Print and e-newsletters
   Website
   Banner ads
   Events
   Public relations
...
7
Determine the purpose
Each marketing vehicle requires a unique tweak of the
brand to fit the medium.


   Brochures nee...
8
How much does it cost?
   It depends on what you want?
   Bundling more projects will save you money
   The cost rang...
9
What Are Our Branding Steps
Step One
•   We Learn your marketing objectives and strategy
•   We prioritise the projects
...
10
Branding Steps (continued)
Step Two
•   We Develop concepts/taglines/site architecture
•   We start visual research
•  ...
11
Branding Steps (continued)
Step Four
•   We will write a full copy draft
•   We will revise and write final copy as per...
12
Branding Steps (continued)
Step Six
•   We will develop final electronic files for print, or coding for web
•   We will...
13




Branding includes internal marketing
14
Our keys to building successful branding
   We will find the right advertising agency
   Our and Your top management ...
15
What a good brand does for you
   It strengthens your employees loyalty
   It attracts new clients/customers
   It k...
16
Time to create!
Now that you have solid messaging, it’s time to create.
   Consistency is the number 1 golden rule
  ...
17




Copyright protected 20100922
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Initiative Public Relations Branding

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Initiative Public Relations Branding

  1. 1. 1 Initiative Public Relations Experience the true Art of our Originality
  2. 2. 2 What is Brand Identity?  It defines your organisation  A Promise that gets kept consistently  It creates personality and a life for your products/services  A unique / consistent look, tone, feel and voice for all communications  It conveys the distinctive attributes of your organization  It builds awareness of and an attitude towards your organization
  3. 3. 3 What is Brand Identity? • Creates a new road for new customer relationships • Strengthens the impact of all messages • Provides your employees with a greater sense of commitment • It’s essential to your success • No business is too small and no product too generic to develop a brand identity
  4. 4. 4 Key Brand Elements • Brand Name Name, slogan, logo • Brand Position Description of your organization • Brand Promise The single most important thing your organisation promises to deliver every time • Brand Personality What you want your brand to be known for (fun, serious, magical, forceful, imaginative, etc.) • Brand Tone Humorous, edgy, conservative • Brand Story Your organisational history and the highlights how your products and services grew • Brand Associations Colors, taglines, images, fonts, uniforms, signage, equipment, etc.
  5. 5. 5 Brand Building
  6. 6. 6 Marketing Vehicles  Brochures  Print and e-newsletters  Website  Banner ads  Events  Public relations  Printed ads  Direct Mailings  Flyers and posters  Power point presentations  Transit media  Exhibit booth/signage  CD/multimedia  Facilities
  7. 7. 7 Determine the purpose Each marketing vehicle requires a unique tweak of the brand to fit the medium.  Brochures need more marketing copy and detail  Ads are mini billboards, only the most critical info required  Posters are colorful and entertaining  Websites are a quick read, interactive with the audience  Newsletters are informational, with regular features  Exhibit booths are backdrops  Multimedia is entertainment/educational
  8. 8. 8 How much does it cost?  It depends on what you want?  Bundling more projects will save you money  The cost range for branding is broad and will be determined based on scope of work  Itemising each project will cost you more  Projects can be based on hourly rates  Hourly rates usually range from 500-2000Rmb
  9. 9. 9 What Are Our Branding Steps Step One • We Learn your marketing objectives and strategy • We prioritise the projects • We audit your existing and competitive materials and strategies • Interviews/focus on your groups • We write creative brief and define messages • We create timelines and budgets
  10. 10. 10 Branding Steps (continued) Step Two • We Develop concepts/taglines/site architecture • We start visual research • We will present initial creative approaches Step Three • We develop outline and copy points per selected concept • We develop media strategy • We explore layout options • We begin creating visual materials (photos/illustrations)
  11. 11. 11 Branding Steps (continued) Step Four • We will write a full copy draft • We will revise and write final copy as per client comments • We start layouts Step Five • We create and present full layout and/or e-design
  12. 12. 12 Branding Steps (continued) Step Six • We will develop final electronic files for print, or coding for web • We will execute and management of products (website launch, launch media campaign, exhibit built, print pieces to printer, ads placed, press releases sent, etc.)
  13. 13. 13 Branding includes internal marketing
  14. 14. 14 Our keys to building successful branding  We will find the right advertising agency  Our and Your top management must be committed to this effort  We will assign one point person to work with you  Do not make decisions by committee  We keep brand consistent internally and externally  Don’t rush the process-make sure you have enough time budgeted  We give the brand time to work  We create a brand style guide and give to every employee  We refresh/update brand after a few years
  15. 15. 15 What a good brand does for you  It strengthens your employees loyalty  It attracts new clients/customers  It keeps your current relationships strong  It builds your company confidence  It builds your feelings of security and trust  It creates a memorable, positive experience
  16. 16. 16 Time to create! Now that you have solid messaging, it’s time to create.  Consistency is the number 1 golden rule  Reputation, reputation, reputation A fact: Did you know it takes 7-9 times of being exposed to your company name for a potential client to remember it?
  17. 17. 17 Copyright protected 20100922

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