Branding winter 2013 1 What is Branding? What is A Brand? What is Brand Iden6ty? What is a logo? In-‐class discussion for touch-‐points In-‐class assignment -‐ marks
Review: the three deﬁni6ons of branding 1. 2. 3. A promise of future expecta0ons Earns an emo0onal connec0on with consumers Is your behaviours Must consistently measure up to your promise – everyday at every touch point. Consumers have a unique emo6onal connec6on with your brand. Behaviours are aligned to your core values – “It’s not what you say, it’s what you do.” 2
A brand is what your customer thinks and feels about your company or product brand = reputa6on 4
Three Deﬁni6ons of a Branding 1. 2. 3. A promise of future expecta0ons Earns an emo0onal connec0on with customers Is your behaviours Must consistently measure up to your promise – everyday at every touch point. Consumers have a unique emo6onal connec6on with your brand. Behaviours are aligned to your core values – “It’s not what you say, it’s what you do.” 5
What is Branding? 6 Branding is a holis6c approach to your company’s posi6on, customer interac6ons, and opera6ons, based on your company’s values. Branding is devoted to establishing and nurturing a rela6onship with your customers.
Branding is the process involved in crea6ng a unique name and image for a product or service in the mind of customers, mainly through adver6sing campaigns and other touch-‐points like packaging, signage and web presence with a consistent theme. Branding aims to establish a signiﬁcant and diﬀeren6ated presence in the market that aVracts and retains loyal consumers. 7
touch-‐points (like packaging, signage and web presence) Let’s name some more! 8
touch-‐points Adver6sing (print, web, TV, outdoor, direct mail) Environments – lobby or room in a high end hotel recep6on area Experiences (Help Hunger Disappear) hVp://www.youtube.com/watch?v=tWDx3HVkIpk or sponsorship of an event: hVp://www.youtube.com/watch?v=dOoHArAzdug Websites, Blogs, Social Media | NewsleVers (“e” and print) | Manuals and user documents | Buildings and signage | Packaging Trade Show booths and exhibits (Car Show) | Business Sta6onary (LeVerheads, Business Cards, Proposals, es6mates, quotes, contracts) Emails, voicemails, recep6on areas telephone | Vehicle Graphics | Products | People! | Speeches | Presenta6ons 9
Brand not what you say it is. It’s what they say it is Marty Neumeier The Brand Gap 10 A brand is a person’s gut feeling about your company it is an emo6onal, sensory understanding of what your company is, rather than an intellectual, ra6onal memory of your tagline or logo.
Brand Architecture Topology of logos Names Posi6oning and Taglines 11
12 Brand Architecture: When a brand has mul6ple services or brands within a single company. (i.e. as a brand grows merges and develops new companies and products) EXAMPLE: Family of CompaniesFedEx ExpressFast, reliable delivery to 211 countries with leadingedge technology.FedEx GroundCost-effective ground transportation in the contiguousUnited States and CanadaFedEx Custom CriticalFast action with safe, secure delivery of time-criticalshipments, often the same day.FedEx FreightLeading provider of next-day and second-day regionalLTL freight services through American Freightways andViking Freight.FedEx Trade NetworksFull-service customs brokerage, trade consulting andinformation technology, E-clearance solutions andtransportation and logistics services through TowerGroup International, Worldtariff Limited and CaribbeanTransportation Services.http://www.fedex.com/ca_english/about/overview/companies/i...
13 Brand Architecture: When a brand has mul6ple services or brands within a single company. (i.e. as a brand grows merges and develops new companies and products) EXAMPLE:
14 3 Types of Brand Architecture: 1. MONOLITHIC brand architectureCharacterized by a strong master brand.It is the master brand loyalty thatattracts customers.Brand extensions, branches, additionalservices use the master brand identity.FedEx + FedEx OfficeGoogle + Google MapsGE + GE healthcareVirgin + Virgin Mobile
15 3 Types of Brand Architecture: 2. ENDORSED brand architecture.Characterized by marketing synergybetween the product divisions, servicesand parent co.The product has a clearly defined marketpresence and both brands benefit fromthe relationship.iPod + ApplePolo + Ralph LaurenOreo + Mr. ChristieChunky + Campbells
16 3 Types of Brand Architecture: 3. PLURALISTIC brand architectureCharacterized by series of well knownconsumer brands. The name of theparent brand may be unknown to theconsumer.Fido (Roger’s Mobile)The Ritz Carlton (Mariott)Hellmans Mayo (Unilever)Tide (Proctor & Gamble)
17 3 Types of Brand Architecture: In-‐class excersize: Using online resources to research and ﬁnd an example of the 3 types of brand architecture
18 Topology of logos• The Word Mark • The Symbol (icon) • The Combina6on Mark • The Emblem
19 Topology of logos• The Word Mark The Word Mark is the most common styleof logo—39 % of the top 100 globalbrands use this approach.This type of logo turns the word itself intothe graphic representation of the brand.
20 Topology of logos• The Symbol (icon) No words necessary.The benefits are:Your brand transcends languageIt creates an iconic presenceOnly 3% of the top brands in theworld are strictly symbol brands.
21 Topology of logos• The Combina6on Mark Can you can get the best of both worlds bycombining a word mark with a symbol?Does the symbol and the mark give people twocues to memory?The symbol can communicate a message thatsupports the name.
22 Topology of logos• The Emblem Perhaps a better approach for somecompanies is to make their name anintrinsic part of the symbol, creating aniconic emblem of the brand.
23 Brand Names The right name is:• tireless• timeless• easy to say• memorable• has rhythm• looks good in an email and in the logoA well chosen name is an asset and a24/7 workhorseBUT:Takes a rigorous and exhaustive process – frequently hundreds ofnames are reviewed prior to finding the one that is right and legal
24 Qualities of effectivebrand names Meaningful: it says something about the essence of a brandDistinctive: unique, memorable, differentiatedFuture-oriented: fits with growth change and successModular: enable brand extensions with easeProtectable: owned and trademarked and domain namePositive: generally positive connotations in the marketservedVisual: lends itself well to graphic applications; in text andbrand standards
25 Types ofbrand names Founder: named after person or peopleDescriptive: convey the nature of the businessFabricted: a made up nameMetaphor: a noun used to allude to qualityAcronym: of the full name. Initials only (AGO)Magic Spell: altered spelling that is unique and memorableCombinations of above: Citibank (descriptive & magic spell)
26 Taglines A tagline is a short phrase that captures acompanies brand essence, personality andpositioning. Deceptively simple, but grows outof intensive strategic and creative processThe best have a long lifespan, are meaningfuland well used. Nike’s “Just Do It!” has becomepart of popular culture. Target’s “Expect More.Pay Less” is a brand promise.
27 Types of Taglines IMPERATIVE: commands action starts with a verbYOU TUBE – Broadcast yourselfDESCRIPTIVE: describes the product, brand or serviceTED – Ideas worth spreadingSUPERLATIVE: positions the company as best in classBUDWEISER – King of BeersPROVOCATIVE: makes you think; typically a questionDAIRY COUNCIL – Got milk?SPECIFIC: reveals the business categoryVW – Drivers wanted
28 Sources: Wikipedia HTTP://EN.WIKIPEDIA.ORG/WIKI/WORLD_WIDE_FUND_FOR_NATURE HARLEY DAVIDSON HTTP://JULESSOWDER.ARTICLEALLEY.COM/WHAT-‐IS-‐BRAND-‐ESSENCE-‐51373.HTML JUST CREATIVE: HTTP://JUSTCREATIVE.COM/2010/04/06/BRANDING-‐IDENTITY-‐LOGO-‐DESIGN-‐EXPLAINED/ FEDEX: http://www.fedex.com/ca_english/about/overview/companies/index.html?link=4MERRIAM AND ASSOCIATES:http://merriamassociates.com/2009/06/logo-styles-and-logo-types/Designing Brand Identity:Alina Wheeler