Presentation by: Willy Cheng, managing partner, Stevenson Wong & Co. Lai Lam, partner, Stevenson Wong & Co. Melanie Osborne, managing director, Living Group Duncan Shaw, executive creative director, Living Group Branding is so much more than a logo. Your brand is your reputation. Your brand influences how your clients' perceive you and how your employees present your company. Your brand is communicated by everything you do – from your logo and your website to the way your clients' interact with your employees and the social media experience you provide. Your brand is communicated by what your audiences experience across all touch-points.

1. © Living Group
What is branding? And
why is it important to
have a branding strategy
in place for your business?
Living Group:
Duncan Shaw & Melanie Osborne
Stevenson, Wong & Co:
Willy Cheng & Lai Lam
Transform Magazine:
Andrew Thomas
Wednesday 19 November 2014

2. What is brand?
© Living Group

3. Misconception 1: it’s a logo
Image © Nike • BMW • HSBC • McDonalds

4. Misconception 2: it’s a product
Image © Coca Cola

5. Misconception 3: it’s a visual identity system
Image © Living Group

6. Misconception 4: well it must be our great people!
Image © Living Group

7. It’s how your target audience perceive your company or products
Image © iStock

8. Good news… we can influence & shape these feelings
Image © iStock

9. Motivators
Passions
Needs Desires
Fears
Influencers
Feelings shaped by your target audiences drivers
© Living Group

10. That allow us to build key components of your brand
Image © iStock
How you look
Presentation
What you say
Communication
What you do
Behavior

11. And why is it important to have a brand strategy in place?
© Living Group

12. What is a brand strategy?
Image © iStock

13. Brand
strategy
Business
strategy
Sales
Marketing
Customers
Employees
Suppliers
Partners
Products
And this should align with your business strategy
© Living Group

14. And a firm-wide vision that everyone believes in
Image © iStock

15. A company that gets it right?
Image © Apple

16. The 5 key steps to creating your brand
© Living Group

17. #1 Differentiate – what makes your firm or product unique?
Image © iStock

18. #2 Collaborate – nothing ever evolves in isolation
Image © iStock

19. #3 Innovate – we notice things that are different
Image © iStock

20. #4 Communicate – it’s a hearts & minds exercise
Image © iStock

21. #5 Adapt & develop
Image © iStock

22. Stevenson, Wong & Co – transforming a law firm brand
© Living Group

23. To create a new visual identity, that reflected the
firm’s forward thinking vision
Strategically: to leverage a new association with
China law firm, Allbright Law Offices
Positioning: a local law firm with an international
outlook, that’s highly effective, contemporary &
approachable
Visual approach: do not conform to stereotypes with
the legal industry & provide future flexibility
Stevenson, Wong & Co – the challenge
© Living Group

24. The visual challenge

25. Stevenson, Wong & Co: visual identity system
© Living Group & Stevenson, Wong & Co

26. Stevenson, Wong & Co: new logo
© Living Group & Stevenson, Wong & Co

27. Stevenson, Wong & Co: brand expression
© Living Group & Stevenson, Wong & Co

28. Stevenson, Wong & Co: brand expression
© Living Group & Stevenson, Wong & Co

29. Stevenson, Wong & Co: multi-lingual support
© Living Group & Stevenson, Wong & Co

30. Stevenson, Wong & Co: brand expression
© Living Group & Stevenson, Wong & Co

31. The result v their competitors

32. The result
© Living Group & Stevenson, Wong & Co

33. The result
Innovative & stereotype-breaking visual identity that
supports the firm’s business & brand strategies
Differentiated positioning with the Asia legal sector, with
international appeal
Provides a strategic platform for future communications
& flexibility that supports ambitions for growth
© Living Group & Stevenson, Wong & Co

34. Discussion
Image © Living Group