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The Sport & Leisure Industry
WK7… Brands: How

Embed your organisation’s story
in its visual identity
The Sport & Leisure Industry
The Unit: A Recap

week 1

week 2

week 3

industry overview

an introduction to
marketing & ...
The Sport & Leisure Industry
Today’s Objectives

1.

To understand the power of stories in communicating
your brand.

2.

...
The Sport & Leisure Industry
Brands: What We Know So Far

What

Why

How

The tangible
objects and
intangible
feelings and...
The Sport & Leisure Industry
Brands: Our Journey To Create One
understanding
your organisation

communicating your organis...
The Sport & Leisure Industry
Brands: A Story

Your organisation

Your organisation’s story

Intangible Branding

Tangible ...
The Sport & Leisure Industry
Brand Stories: An Example

The organisation…
Paddy Power

The organisation’s story…
Fun, chee...
The Sport & Leisure Industry
WK7… Brands: How
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, having a laug...
The Sport & Leisure Industry
Brand Stories: An Example
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, havi...
The Sport & Leisure Industry
Brand Stories: An Example
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, havi...
The Sport & Leisure Industry
Brand Stories: An Example
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, havi...
The Sport & Leisure Industry
Brand Stories: An Example
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, havi...
The Sport & Leisure Industry
Brand Stories

• So, you communicate your organisation, in the way you would like
it portraye...
The Sport & Leisure Industry
What Is A Story?

“A story is a reimagined experience narrated
with enough detail and feeling...
The Sport & Leisure Industry
Brand Stories

So why do we use a story to get our brands
message across?

Why are stories so...
The Sport & Leisure Industry
Why Are Stories Powerful?

“You cannot help dealing with the limited information you have as ...
The Sport & Leisure Industry
Why Are Stories Powerful

• You cannot help dealing with the limited information you have as ...
The Sport & Leisure Industry
The Power Of Stories: An Example

So it’s clear that stories are powerful.
Here’s an example ...
The Sport & Leisure Industry
The Power Of Stories: An Example

David

Vs

Goliath
The Sport & Leisure Industry
The Power Of Stories: An Example

So why is it that we buy into the
‘David as a valiant under...
The Sport & Leisure Industry
The Power Of Stories: An Example

“You cannot help dealing with the limited information you h...
The Sport & Leisure Industry
Brand Stories

• By following last weeks process in understanding your organisation
you’ve al...
The Sport & Leisure Industry
Brand Stories

“Do you think it’s possible that IBM could look like the kind of
company it re...
The Sport & Leisure Industry
Telling Your Brands Story
You communicate your brands story through two vessels…

Visual Iden...
The Sport & Leisure Industry
Visual Identity: The Logo
A logo does one, or a combination, of these three things…
1. Identi...
The Sport & Leisure Industry
Visual Identity: Symbols
What to consider when choosing a symbol for the organisation and the...
The Sport & Leisure Industry
Visual Identity: Colours
Psychological Meaning

Cultural Meaning

•
•
•
•
•
•
•
•
•
•

Wester...
The Sport & Leisure Industry
Visual Identity: Colours
Psychological Meaning

Cultural Meaning

•
•
•
•

Western:
conservat...
The Sport & Leisure Industry
Visual Identity: Colours
Psychological Meaning
•
•
•
•
•

Cheerfulness
Enthusiasm
Fun
Good-hu...
The Sport & Leisure Industry
Visual Identity: Colours
Psychological Meaning

Cultural Meaning

•
•
•
•
•
•

Western:
affor...
The Sport & Leisure Industry
Visual Identity: Colours
Psychological Meaning

Cultural Meaning

•
•
•
•
•
•

Western:
lucky...
The Sport & Leisure Industry
Visual Identity: Typeface
Serif (feet) – Traditional, used in books

• Times New Roman
• Cent...
The Sport & Leisure Industry
Visual Identity: Examples to Assess

Consider…

The Logo
The Symbols

The Colours
The Typefac...
The Sport & Leisure Industry
Visual Identity: Examples to Assess

Consider…

The Logo
The Symbols

The Colours
The Typefac...
The Sport & Leisure Industry
Visual Identity: Examples to Assess

Consider…
The Logo
The Symbols
The Colours
The Typeface
The Sport & Leisure Industry
Visual Identity: Examples to Assess

Consider…

The Logo
The Symbols

The Colours
The Typefac...
The Sport & Leisure Industry
Visual Identity: Discrete Meanings
The Sport & Leisure Industry
WK7… Brands: How

So when looking at anything visual that is associated with a brand it
shoul...
The Sport & Leisure Industry
WK7… Brands: How

Can you summerise today’s session in circa 50 words.

In your 50 words try ...
The Sport & Leisure Industry
WK7… Brands: How

1.

To understand the power of stories in communicating
your brand.

2.

To...
The Sport & Leisure Industry
Beech, J. and Chadwick, S. (2007) The Marketing of Sport. Harlow: Prentice Hall.
Bridgewater,...
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Sport & Leisure Industry - Session 7 - Brands: How

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Sport & Leisure Industry - Session 7 - Brands: How

  1. 1. The Sport & Leisure Industry WK7… Brands: How Embed your organisation’s story in its visual identity
  2. 2. The Sport & Leisure Industry The Unit: A Recap week 1 week 2 week 3 industry overview an introduction to marketing & the four p’s word of mouth: how promotions go viral week 4 week 5 week 6 relationship marketing branding: what & why branding: how part 1
  3. 3. The Sport & Leisure Industry Today’s Objectives 1. To understand the power of stories in communicating your brand. 2. To understand the two ways in which your story can be communicated to the public. 3. To understand the core elements of your brands visual identity.
  4. 4. The Sport & Leisure Industry Brands: What We Know So Far What Why How The tangible objects and intangible feelings and beliefs people see and hold with regard to an organisation Branding seeks to add perceived value to the organisation’s products and/or services. Firstly, by understanding your organisation (last weeks session) & secondly, by communicating your organisation in the way you would like to be portrayed (this weeks session).
  5. 5. The Sport & Leisure Industry Brands: Our Journey To Create One understanding your organisation communicating your organisation Pyramid of Purpose SWOT analysis Core Competence Analysis USP Mission Statement Creating those tangible and intangible items which project who you are. Done through the use of a story.
  6. 6. The Sport & Leisure Industry Brands: A Story Your organisation Your organisation’s story Intangible Branding Tangible Branding
  7. 7. The Sport & Leisure Industry Brand Stories: An Example The organisation… Paddy Power The organisation’s story… Fun, cheeky, outlandish, Irish lads, having a laugh. The organisation’s mission statement… Our mission is to make risk based entertainment more accessible and fun.
  8. 8. The Sport & Leisure Industry WK7… Brands: How The organisation’s story… Fun, cheeky, outlandish, Irish lads, having a laugh.
  9. 9. The Sport & Leisure Industry Brand Stories: An Example The organisation’s story… Fun, cheeky, outlandish, Irish lads, having a laugh.
  10. 10. The Sport & Leisure Industry Brand Stories: An Example The organisation’s story… Fun, cheeky, outlandish, Irish lads, having a laugh.
  11. 11. The Sport & Leisure Industry Brand Stories: An Example The organisation’s story… Fun, cheeky, outlandish, Irish lads, having a laugh.
  12. 12. The Sport & Leisure Industry Brand Stories: An Example The organisation’s story… Fun, cheeky, outlandish, Irish lads, having a laugh. http://www.youtube.com/watch?v=DEmA_QF30GI http://www.youtube.com/watch?v=-jTRMYCyEmc https://twitter.com/paddypower
  13. 13. The Sport & Leisure Industry Brand Stories • So, you communicate your organisation, in the way you would like it portrayed, through a central story. • We’ve seen an example of how, in reality, an organisation does that. • But what is a story? For us to do this it’s important we understand…
  14. 14. The Sport & Leisure Industry What Is A Story? “A story is a reimagined experience narrated with enough detail and feeling to cause your listeners’ imaginations to experience it as real.” Simmons (2007, P.19)
  15. 15. The Sport & Leisure Industry Brand Stories So why do we use a story to get our brands message across? Why are stories so powerful?
  16. 16. The Sport & Leisure Industry Why Are Stories Powerful? “You cannot help dealing with the limited information you have as if it were all there is to know. You build the best possible story from the information available to you, and if it’s a good story, you believe it. Paradoxically, it is easier to construct a coherent story when you know little, when there are fewer pieces to fit into the puzzle. Our comforting conviction that the world makes sense rests on a secure foundation: our almost unlimited ability to ignore our ignorance.” Kahneman (2011)
  17. 17. The Sport & Leisure Industry Why Are Stories Powerful • You cannot help dealing with the limited information you have as if it were all there is to know. • You build the best possible story from the information available to you, and if it’s a good story, you believe it. • Paradoxically, it is easier to construct a coherent story when you know little, when there are fewer pieces to fit into the puzzle. • Our comforting conviction that the world makes sense rests on a secure foundation: our almost unlimited ability to ignore our ignorance.
  18. 18. The Sport & Leisure Industry The Power Of Stories: An Example So it’s clear that stories are powerful. Here’s an example of how we all get sucked in by a good, simple, easy to comprehend story...
  19. 19. The Sport & Leisure Industry The Power Of Stories: An Example David Vs Goliath
  20. 20. The Sport & Leisure Industry The Power Of Stories: An Example So why is it that we buy into the ‘David as a valiant underdog story’?
  21. 21. The Sport & Leisure Industry The Power Of Stories: An Example “You cannot help dealing with the limited information you have as if it were all there is to know. You build the best possible story from the information available to you, and if it’s a good story, you believe it. Paradoxically, it is easier to construct a coherent story when you know little, when there are fewer pieces to fit into the puzzle. Our comforting conviction that the world makes sense rests on a secure foundation: our almost unlimited ability to ignore our ignorance.” Kahneman (2011)
  22. 22. The Sport & Leisure Industry Brand Stories • By following last weeks process in understanding your organisation you’ve all the knowledge you need to construct a simple story for your organisation. • Remember this is your organisations story, its personality, it’s identity. • We saw something similar with mission statements last week. • Paddy Power created a good, simple simple story ready to embed in their branding.
  23. 23. The Sport & Leisure Industry Brand Stories “Do you think it’s possible that IBM could look like the kind of company it really is?”
  24. 24. The Sport & Leisure Industry Telling Your Brands Story You communicate your brands story through two vessels… Visual Identity Verbal Identity Logo Name of brand Colours Name of products Typefaces Strapline Symbols Tone of voice Today we’ll address the four aspects that go into creating a brands visual identity.
  25. 25. The Sport & Leisure Industry Visual Identity: The Logo A logo does one, or a combination, of these three things… 1. Identification The logo identifies your organisation in a quick, visual way. It’s the first thing a customer sees and they need to know who it belongs to. 2. Distinction The logo distinguishes your organisation from the competitiion. You are recognised because of it. Or at least should be if it is unique enough. 3. Communication The logo should communicate something about your organisation. Sometimes directly, sometimes subtly.
  26. 26. The Sport & Leisure Industry Visual Identity: Symbols What to consider when choosing a symbol for the organisation and their logo… 1. Storytelling Not all symbols are created equal - choose symbols that tell a story. Do your research and make sure the symbols incorporated in your logo convey clear and concise representations. 2. International Perspectives: What a symbol represents in one culture may not be what it represents in another. This is crucial for companies who seek to create international identities and brands. 3. Conflicts Of Interest: Do not use multiple symbols in one logo or brand that might possibly represent conflicting ideas. 4. Clarify The Communication Each logo should communicate something. Symbols are powerful communication devices when used wisely. One smart symbolic element in a logo design can express everything, but the symbol used in a logo should express one thing well, not many ideas poorly.
  27. 27. The Sport & Leisure Industry Visual Identity: Colours Psychological Meaning Cultural Meaning • • • • • • • • • • Western: danger a warning to stop anger Valentine's Day Action Energy and speed Attention-getting Assertive and confident Energizing Stimulating Exciting Powerful Passionate Courageous and strong Colours – red Eastern: prosperity good fortune worn by brides China: the color of good luck and celebration vitality, happiness, long life China cont... used as a wedding color used in many ceremonies from funerals to weddings used for festive occasions traditionally worn on Chinese New Year to bring luck and prosperity Russia: associated with the Bolsheviks and Communism, means beautiful in Russian language often used in marriage ceremonies
  28. 28. The Sport & Leisure Industry Visual Identity: Colours Psychological Meaning Cultural Meaning • • • • Western: conservative, "something blue" bridal tradition masculine color baby boys Loyalty Trust and integrity Perseverance Caring and concern Authority Eastern: immortality Iran: color of mourning heaven and spirituality immortality Egypt: virtue protection - to ward off evil Middle East: China: protection immortality associated with pornography and 'blue films' US Politics: feminine color Liberalism Korea: Belgium: color of mourning color for baby girls Colours – blue
  29. 29. The Sport & Leisure Industry Visual Identity: Colours Psychological Meaning • • • • • Cheerfulness Enthusiasm Fun Good-humored Confidence Cultural Meaning Western: happiness, joy hope cowardice caution, warning of hazards Eastern: sacred imperial China: sacred imperial, royalty honor masculine color Colours – yellow Middle East: happiness prosperity Japan: courage beauty and refinement aristocracy cheerfulness Europe: happiness, joy cowardice, weakness hazard warning
  30. 30. The Sport & Leisure Industry Visual Identity: Colours Psychological Meaning Cultural Meaning • • • • • • Western: affordable or inexpensive items Halloween, combined with black Warmth Happiness Physical energy Cheerfulness. Enthusiasm Courage Eastern: happiness spirituality Thailand: color for Thursday Ireland: religious color for Protestants appears on the Irish flag along with white for peace and green for Catholics Colours – orange Netherlands: color of the Dutch Royal Family Hinduism: Saffron, a soft orange color, is considered an auspicious and sacred color
  31. 31. The Sport & Leisure Industry Visual Identity: Colours Psychological Meaning Cultural Meaning • • • • • • Western: lucky color in most western cultures spring, new birth, regeneration nature and environmental awareness color for 'go' at traffic lights Saint Patrick's Day jealousy greed Growth and vitality Renewal Restoration Self-reliance Reliability and dependability Nature, Eastern: new life, regeneration and hope fertility China: fertility Disgrace Colours – green Ireland: religious color for Irish Catholics color symbol of Ireland Middle East: color of Islam strength fertility Luck USA: money Jealousy
  32. 32. The Sport & Leisure Industry Visual Identity: Typeface Serif (feet) – Traditional, used in books • Times New Roman • Century Schoolbook San Serif (without feet) – Modern, used on websites • Arial • Verdana
  33. 33. The Sport & Leisure Industry Visual Identity: Examples to Assess Consider… The Logo The Symbols The Colours The Typeface
  34. 34. The Sport & Leisure Industry Visual Identity: Examples to Assess Consider… The Logo The Symbols The Colours The Typeface
  35. 35. The Sport & Leisure Industry Visual Identity: Examples to Assess Consider… The Logo The Symbols The Colours The Typeface
  36. 36. The Sport & Leisure Industry Visual Identity: Examples to Assess Consider… The Logo The Symbols The Colours The Typeface
  37. 37. The Sport & Leisure Industry Visual Identity: Discrete Meanings
  38. 38. The Sport & Leisure Industry WK7… Brands: How So when looking at anything visual that is associated with a brand it should be communicating something, however subtle, about that brand. When your creating a brand and trying to get its message across through a visual medium, ask yourself ‘Does this portray my brands story?’. If it doesn’t, then it needs revising.
  39. 39. The Sport & Leisure Industry WK7… Brands: How Can you summerise today’s session in circa 50 words. In your 50 words try and communicate why we package our brand in a story, what the two types of vessel are for telling our story and what is involved in a brands visual identity.
  40. 40. The Sport & Leisure Industry WK7… Brands: How 1. To understand the power of stories in communicating your brand. 2. To understand the two ways in which your story can be communicated to the public. 3. To understand the core elements of your brands visual identity.
  41. 41. The Sport & Leisure Industry Beech, J. and Chadwick, S. (2007) The Marketing of Sport. Harlow: Prentice Hall. Bridgewater, S. (2010) Football Brands. Basingstoke: Palgrave Macmillan. Clifton, R. & Simmons, J. (2003) Brands and branding. London: Profile Books. Desbordes, M. and Richelieu, A. (2012) Global sport marketing: contemporary issues and practice. New York: Routledge. Ford, K. (2005) Brands laid bare: Using market research for evidence-based brand management. Chichester: John Wiley & Son Ltd. Kahneman, D. (2011) Thinking, fast and slow. London: Penguin Books. Keller, K., Aperia, T. & Georgson, M. (2012) Strategic brand management: A European perspective. (2nd edn.) Harlow: Pearson Education Limited. Simmons, A. (2007) Whoever tells the best story wins: How to find, develop, and deliver stories to communicate with power and impact. New York: Amacom Temporal, P. (2010) Advanced brand management: Managing brands in a changing world. Singapore: Wiley. Wheeler, A. (2013) Designing brand identity. New Jersey: Wiley.

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