Branding + brand architecture


Published on

Week 4 presentation for my Branding Class at Centennial College

Published in: Education
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Branding + brand architecture

  1. 1. 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  
  2. 2. 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  
  3. 3. think:  3  
  4. 4. A  brand  is  what  your  customer    thinks  and  feels    about  your  company  or  product  brand  =  reputa6on  4  
  5. 5. 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  
  6. 6. 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.    
  7. 7. 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  
  8. 8. touch-­‐points    (like  packaging,  signage  and  web  presence)  Let’s  name  some  more!  8  
  9. 9. 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://    or  sponsorship  of  an  event:  hVp://  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  
  10. 10. 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.  
  11. 11.  Brand  Architecture  Topology  of  logos  Names  Posi6oning  and  Taglines  11  
  12. 12. 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.
  13. 13. 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. 14. 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. 15. 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. 16. 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. 17. 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. 18. 18  Topology of logos•  The  Word  Mark  •  The  Symbol  (icon)  •  The  Combina6on  Mark  •  The  Emblem  
  19. 19. 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. 20. 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. 21. 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. 22. 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. 23. 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. 24. 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. 25. 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. 26. 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. 27. 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