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What is Brand?


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What is Brand?

  1. 1. Click to edit Master title style What is Brand? Jussi Wacklin Chief Executive Officer
  2. 2. Definition of BrandClick to edit Master title style Brand can be seen as a combination of identifiable elements, that allow people to associate it with a certain product or service. Brand elements include a name, slogan, logo, colour palette, design, symbol, audio or any other feature specific to a product manufacturer or a service provider.
  3. 3. Definition of BrandingClick to edit Master title style Branding on the other hand, is the activity of creating and using those unique brand elements. Marketing organisations normally perform these activities, although larger organisations may have a separate brand management function.
  4. 4. Click to edit Master title style Brand Strategy
  5. 5. Click to edit Master title styleBrand wheel (O.B.E. example) Brand Character Internal Values - Confident - Stay Honest - Conversational - Work Hard and Have Fun - Colourful - Learn New and Innovate - Fresh - Be Creative but not Silly - Trustworthy - Be Responsible and Nice Mission ”Making marketing effective” Brand Benefits Brand Core Proposition - Fresh Ideas - O.B.E. is established from client side - Measurable marketing employees, who understand client needs and - Learning new help to transform marketing organisations successfully for the digital, mobile & social - Fun and Insoiring era the customer lives in. - Effective Marketing The first thing to do is discuss, understand and agree internally, how you want your brand to be seen by others. Then you need to commit to these promises with everything you do. Only after that you can start developing your brand elements
  6. 6. Fixed and Flexible title styleClick to edit MasterElements Fixed Flexible Logos Logo Backgrounds Supporting Typography Supporting Colours Core colours Photography styles Tone of voice Core Marketing Songs and jingles Icons Symbols Audio Social Media conversations Materials Consistency & Marketing approach & familiarity Tweaking A company needs to decide what level of consistency the brand wants to achieve. The more control, the more consistent the brand. But at the same time, too much control can start to restrict the marketing executions flexibility and innovation.
  7. 7. Click to edit Master title style Brand Elements
  8. 8. NameClick to edit Master title style • The Name is the first and most obvious brand element. Without a brand name, your product/service is just generic • Own. Bought. Earned. is the brand name of our consulting company. When we established the company, we registered the company under an unique name • We also protected the name by filing a trademark • This brand name allows people to talk about us specifically with our specific brand name, only used by us. Without a brand name, we would be just another consulting company.
  9. 9. SloganClick to edit Master title style • A Slogan is a short sentence or combination of words, that links back to a brand • Generally, slogans are used to build a brand image by explaining the purpose, vision or attitude • Some of the most famous examples include Nike’s “Just Do It” or Nokia’s “Connecting People” • Slogans too can be registered or trademarked to prevent competitors using the same words • They are often used in liaison with a logo
  10. 10. LogoClick to edit Master title style • A Logo is a graphic mark helping to aid instant recognition of a brand • The visual manifestation of the brand is conducted largely through its logo, which is a combination of design, shape and colour • Most companies also protect their logo by registering or trademarking it.
  11. 11. Colour edit Master title styleClick toPalette • While colours are often used in a company logo, they are also an important feature in all of the branded communication • Through consistent use of colours in packaging, advertising, retail, websites etc., it makes it easier for people to discover and remember your brand • Can you recognise the famous characters on the picture on the right, merely
  12. 12. DesignClick to edit Master title style • Design is important in every aspect of the brand. It can be a  shape of the actual product (like Aalto vase or Coke bottle)  packaging of the product (like Apple white packaging boxes)  shapes and graphics used in the advertising  the visuals of the business cards or even the PowerPoint and word templates • The more consistent the design in every execution, the more likely people are able to identify the brand from simple cues.
  13. 13. Symbols and IconsClick to edit Master title style • Symbols and icons are different from logos • They can be generic and do not require trademark protection like logos do • As part of communication, symbols allow you to build certain familiarity through visual elements rather than using words • Think of the pink ribbon, stop sign and traffic lights as strong symbols communicating an idea or meaning.
  14. 14. Audio and TonalityClick to edit Master title style • Brands can be recognised from jingles, songs, sounds or even tonality • The way company speaks to people is a way to express the brand identity • The audio used in retail stores, advertisements, websites, videos etc. all express the mood and nature of the brand • Just think of the Nokia phones ring you hear when your plane has just landed.
  15. 15. MaterialsClick to edit Master title style • Materials used in products, packaging or in retail also manifest your brand image • Sustainable and natural materials can communicate about sustainable business • Plastic and glass can signal modern and technological brand benefits
  16. 16. Getting edit Master BrandingClick to Started withtitle style • So how do you start branding (or re-branding) your company? • The first step is to take a look at your existing materials and ask yourself: “if I were the customer looking at this material, would I find this company inspiring, credible or something you would like to be associated with?” • If the answer is no to any of these questions, you may want to start working on your brand
  17. 17. ConclusionClick to edit Master title style • Brand is an important part of the company’s identity. • How you manifest and build your brand is present throughout every activity you do – from sales to customer service, from advertising to social media engagement. • If you want to learn more on how to manage your branding, or to simply start doing it, feel free to contact us
  18. 18. Click to edit Master title style Email: Web: Twitter: @ownboughtearned