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PINs Learning Exchange: Branding your association

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Presentation from the January 2013 PINs Learning Exchange on Branding your Association

Presentation from the January 2013 PINs Learning Exchange on Branding your Association

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  • 1. Learning ExchangeBranding your Association
  • 2. Disclaimer All logos and brands referenced in this materialare registered properties of their respective owners and are used for illustration purposes only.
  • 3. BrandingIntroduction Elements Samples
  • 4. What is a brand?
  • 5. Branddenotes propertyor ownership
  • 6. Brand(n.)name, term, design, symbol, or anyother feature that identifies oneseller’s good or service as distinctfrom those of other sellers
  • 7. Ownership Distinction Excellence
  • 8. Branding(v.)an on-going process of executingand implementing a brand
  • 9. Branding(v.)an on-going process of executingand implementing a brand
  • 10. What are theelements of a brand?
  • 11. Brand = Logo
  • 12. Anatomy (Visual, physical)Brand = + Psychology (Mental, emotional)
  • 13. Brand
  • 14. Brand
  • 15. Brand Anatomy
  • 16. Logo• Symbol or visual design• Adopted by an organization• Identify itself and its products or services
  • 17. Typography• Look and character of letters• Specified font• Complements the logo
  • 18. Colours• Association to mood, emotion and personality• Add distinction
  • 19. Colours• Association to mood, emotion and personality• Add distinction
  • 20. Tagline• Short and memorable statement• Emotional connection to the brand• Different from a slogan
  • 21. Brand Anatomy Logo Typography Colours Tagline
  • 22. Brand Psychology
  • 23. Brand PositioningStatementA brief and clear expressionof how the brand wants tobe viewed in the minds ofits target audience
  • 24. Brand PositioningStatement•Target audience•Brand category•Competitive frame•Differentiation
  • 25. Brand PositioningStatementTo urban dwelling, educated, techno-savvy consumers (target audience)looking for car rental (brand category),Zipcar is the car-sharing service(competitve frame) that saves money andthe environment (differentiation).
  • 26. Brand PromiseA statement that definesthe one thing the brandguarantees in the targetaudience’s minds
  • 27. Brand EssenceA short phrase that capturesthe intrinsic qualityof the brand
  • 28. Brand ValuesA set core of values and qualitiesthat guides a brand’s behaviour
  • 29. Brand ValuesA set core of values and qualitiesthat guides a brand’s behaviour N W E S
  • 30. Brand VoiceThe tone and manner the brandemploys in its communications
  • 31. Brand ImageThe look and feel ofimages that reflectthe brand in itscommunications
  • 32. Brand Psychology Positioning Statement Promise Essence Values Voice Image
  • 33. Samples
  • 34. We speak to the heart and mind of diversity
  • 35. Stationery
  • 36. a Brand is…• a culture• an assetBranding is…• a process• on-going
  • 37. Thank you. 215 Spadina Avenue, Suite 560 Toronto, ON M5T 2C7 T 416.866.8882 F 416.866.8883 E info@avcommunications.ca avcommunications.ca

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