PINs Learning Exchange: Branding your association

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

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PINs Learning Exchange: Branding your association

  1. 1. Learning ExchangeBranding your Association
  2. 2. Disclaimer All logos and brands referenced in this materialare registered properties of their respective owners and are used for illustration purposes only.
  3. 3. BrandingIntroduction Elements Samples
  4. 4. What is a brand?
  5. 5. Branddenotes propertyor ownership
  6. 6. Brand(n.)name, term, design, symbol, or anyother feature that identifies oneseller’s good or service as distinctfrom those of other sellers
  7. 7. Ownership Distinction Excellence
  8. 8. Branding(v.)an on-going process of executingand implementing a brand
  9. 9. Branding(v.)an on-going process of executingand implementing a brand
  10. 10. What are theelements of a brand?
  11. 11. Brand = Logo
  12. 12. Anatomy (Visual, physical)Brand = + Psychology (Mental, emotional)
  13. 13. Brand
  14. 14. Brand
  15. 15. Brand Anatomy
  16. 16. Logo• Symbol or visual design• Adopted by an organization• Identify itself and its products or services
  17. 17. Typography• Look and character of letters• Specified font• Complements the logo
  18. 18. Colours• Association to mood, emotion and personality• Add distinction
  19. 19. Colours• Association to mood, emotion and personality• Add distinction
  20. 20. Tagline• Short and memorable statement• Emotional connection to the brand• Different from a slogan
  21. 21. Brand Anatomy Logo Typography Colours Tagline
  22. 22. Brand Psychology
  23. 23. Brand PositioningStatementA brief and clear expressionof how the brand wants tobe viewed in the minds ofits target audience
  24. 24. Brand PositioningStatement•Target audience•Brand category•Competitive frame•Differentiation
  25. 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. 26. Brand PromiseA statement that definesthe one thing the brandguarantees in the targetaudience’s minds
  27. 27. Brand EssenceA short phrase that capturesthe intrinsic qualityof the brand
  28. 28. Brand ValuesA set core of values and qualitiesthat guides a brand’s behaviour
  29. 29. Brand ValuesA set core of values and qualitiesthat guides a brand’s behaviour N W E S
  30. 30. Brand VoiceThe tone and manner the brandemploys in its communications
  31. 31. Brand ImageThe look and feel ofimages that reflectthe brand in itscommunications
  32. 32. Brand Psychology Positioning Statement Promise Essence Values Voice Image
  33. 33. Samples
  34. 34. We speak to the heart and mind of diversity
  35. 35. Stationery
  36. 36. a Brand is…• a culture• an assetBranding is…• a process• on-going
  37. 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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