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Capella-kick-off-5
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- 2. This presentation isfor City Fashions’ eyes only Before we start A quick discussion about brands. 1 - The Introduction | 2 - The Research | 3 - The Summary
- 3. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary A brand is a person’s gut feeling about a product, service or company. Marty Neumeier The Brand Group
- 4. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary A brand is communicated through: Brandmark Website Newsletters Business forms Signage Packaging Exhibits Proposals Emails Voicemails Letters Business cards Publications Web banners Letterheads Business cards Billboards Ephemera Vehicles Services Products Employees Reports Envelopes Speeches Presentations Networking Telephone Word of mouth Direct mail Public relations Blogs Social media Advertising Meetings Events
- 5. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary A brand has three primary functions David Haigh CEO Brand Finance Navigation Brands help consumers choose from a bewildering array of choices. Engagement Brands use distinctive imagery, language, and associations to encourage customers to identify with the brand. Reassurance Brands communicate the intrinsic quality of the product or service and reassure customers that they have made the right choice.
- 6. This presentation isfor City Fashions’ eyes only City Fashions brand City Fashions’ emergence as a brand 1 - The Introduction | 2 - The Research | 3 - The Summary
- 7. This presentation isfor City Fashions’ eyes only 32 1 - The Introduction | 2 - The Research | 3 - The Summary The research part The strategy part The designing part The communicating part The maintenance part 1 4 5 Learning about the organisation and the industry it operates in. Getting on and creating the brand. Clarifying goals and creating a plan to achieve them. Applying your brand to specific communications. Using and evolving the brand to keep it alive and relevant. The five steps to building a brand
- 8. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Research
- 9. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Industry Research Competitors Research There are broadly 2 areas that City Fashions needs to cover: Business to Business and Business (B2B) to Consumer (B2C). There are 3 areas of competition identified. 1.Souvenir T-shirt sites 2.Wholesale T-shirt sites 3.Fashion sites While reviewing the souvenir t-shirt market; we discovered that the top few in the google search seemed very amateur and out- dated. None of them were ‘cool’, ‘modern’ or ‘clean’ This represents a great opportunity to make City Fashions unique in this are. City Fashions can have a unique brand that differentiates it from the current competition.
- 10. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Souvenir T-shirt Websites Competitors Research Some examples from: Dead Fresh Shoppingfield DoodleTogs Lulablog Crest of London Fancy that of London Zazzle Alibaba
- 11. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Souvenir T-shirt Websites cont’d
- 12. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Other T-shirt Websites
- 13. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Competitors’ Brandmarks Competitors Research There is a wide variety of brandmarks in fashion and there does not appear to be any sort of industry standards. This allows the City Fashions brandmark to take on a brandmark that is unlikely to conflict with existing brands and also means that the consumer may not have certain standard expectations from the brandmark. The Union Jack is incorporated in many of the direct competitors and may be a direction that will lead the initial designs.
- 14. This presentation isfor City Fashions’ eyes only Other brands we like Fashion but not necessarily ‘souvenir’ 1 - The Introduction | 2 - The Research | 3 - The Summary
- 15. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Harrods Website Harrods Very clean site that had a nice serif font throughout with well balanced whitespace that allowed the products to be displayed in a pleasant shopping environment. It was easy to select and purchase items. The images seemed to be less important in this site than some of the preferred others. Very good use of white space throughout.
- 16. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
- 17. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Design By Humans website Design By Humans Very dramatic images make up a large part of the guess Guess website. It was a theme that continued through a number of preferred sites.
- 18. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
- 19. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Guess Website Guess Very dramatic images make up a large part of the guess Guess website. It was a theme that continued through a number of preferred sites.
- 20. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Next Stages
- 21. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary The next stages - the designing part 3 draft brandmark designs 1 2 3 You can then see which ones feels the best for you. From those discussions, 1 will be worked up into an applied design. You choose 1 of your favourites to be developed or indeed totally changed Development of the website wireframes and final decisions on brandmark, colours, website interface and applied styles You sign-off website content and designs Applying your new brand across appropriate media. You sign off delivery 1 chosen brand Apply chosen brandmark
- 22. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Designs All in red - just for now!
- 23. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Design Option 1 ‘Label’ brandmark By making the brandmark a ‘label’ it enables City Fashions to use the brandmark across all media in different a single colour as well as Black and White. You can also use the label in clothing - on the outside and inside. It will also work well on websites and electronic communications.
- 24. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Design Option 2 Flag based brandmark This brandmark has a bit of global brand about it with a union jack inside a globe. We have maintained the ability to be used monochrome or with any chosen colour palette.
- 25. This presentation isfor City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary Design Option 3 Illustrated brandmark This brandmark is a bit more ‘tailored’ with a slightly up market feel about it; almost handmade. All 3 brands have one eye on the B2B and another in the B2C markets. Not too patriotic or complex for either printing labels or application across different media.