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Brand presentation
This document discusses branding and visual communication. It defines branding as creating an emotional connection through consistent design elements, images, copy and brand positioning that reflects a brand promise to the target audience. Successful branding requires strategic thought and unique positioning of an organization's values, personality and benefits. Visual communication encompasses identity, stationery, digital assets, advertising, publications and more to consistently represent a brand across all marketing. The document provides an example case study of a branding project for a client and offers a free consultation for organizations to get a visual communications audit.
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Brand presentation
- 1. Build a brand andyou’ll build a business QORF Action Communications June 27, 2015
- 2. Learnings from today •What is branding? • Where do you start? • What is the process? • How branding and visual communication go hand in hand
- 3. Brand Analogy • (Ithink this first slide needs to set the scene as to why branding is important was thinking maybe the panadol analogy?...)
- 4. Your brand • Yourbrand is more than your logo/icon • Design elements + Images + Copy + brand positioning = Emotional connection and engagement • Brand positioning – is the reflection of your brand promise to your target audience
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- 6. Your brand • BrandPromise – the expected tangible benefit that creates desire for the product/service • Successful branding is a strategic approach – it requires strategic thought and positioning of your school in a unique light • Perception reinforces reputation • What is your branding approach?
- 7. Branding basics • Uniquepositioning to reflect your brand essence/brand pyramid • Visual representation of values, personality and attributes/benefits • Apply it across your entire marketing & visual communications • Do it consistently • Be a strong brand guardian of your brand style
- 8. Visual communication encompasses: •Identity – logo, colours, font, imagery • School stationery • Digital – Website, Social Media, APPs • Advertising • Publications – magazine, newsletter • School signage, banners, vehicles • Promotional items • Even school uniform items
- 9. Visual communication encompasses: •EXAMPLES OF a suite of materials
- 10. Visual Communication CaseStudy • Client: Scots • Project: new website • (perhaps some other info here?) e.g. project timeframe, budget, team involved
- 11. Offer today only: •Book a free brand and marketing consultation withAction Communications before July 31 and we will give you a visual communications audit and provide you with strategic recommendations on your brand and website. • Sign up to our newsletter for case studies and tips at – info@ctioncommunications.com.au
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Editor's Notes
- #3 What I hope to impart today: The importance of your school’s brand and why getting it right is essential How your brand informs perceptions What constitutes visual communications Why your website is your most important visual asset The key elements and process to building a successful website – which we will use a case study on Stuartholme’s website to demonstrate to you
- #4 Your visual communication is the first thing your audience sees about you. It
- #5 Outlining what a brand is Combination of design elements, your OWN photograpy, personalised copy and a strategic brand positioning that encapsulates the unique brand essence of your school ALL combine to make up your brand You need to connote your KEY MESSAGES to your audience
- #6 The brand pyramid tool is actually a PROCESS uses to determine what your brand essence and brand positioning is. It is used to develop a brand strapline and brand campaign as well as unique elements to your branding. It forms the FOUNDATION TO BRAND STRATEGY BEFORE WE START THE DESIGN PROCESS
- #7 When looking at your visual communications we start off with your existing brand assets and assess their current state – are they right? Do they need repositioning. Many times they need work to finesse and leverage where you are today. We need to polish your brand style and ensure that your images, copy (particularly headines) are telling a visual STORY that represents your brand to the best of its intentions. It’s important to OWN YOUR BRAND – when your audiences look at it they need to know that it is uniquely your school and not another school (even thought this is hard to do – it is not impossible to do) Reputation – the belief of opinions held about somebody/something Your brand is a visual representation of your brand’s values, personality, attributes and benefits.
- #8 Here you can talk about development of a brand style guide for example. Unique fonts Unique colour combinations and application Innovative or modern approach to design vs traditional heritage ‘old school’ approach
- #9 Brady – this slide is designed to outline ALL of the visual communications work you can do Perhaps next slide demonstrates a suite of material?