This document discusses what makes a brand stand out and how to maintain brand visibility. It emphasizes the importance of consistency in branding across marketing materials and business operations. A strong brand establishes core values that are reflected throughout the company from product design to customer service. This builds trust with consumers and loyalty over time. However, brands must continue innovating to stay relevant as markets and cultures change. Dove is highlighted as a market leader that strengthened its brand through a pioneering "Real Beauty" campaign featuring real women of all types.

1. Brand Visibility

2. What makes a brand stand out?
Being market leader can help make a brand stand
out. By constantly innovating, Breaking boundaries
and pushing culture itself into unknown territory.
The Look and the feel of a brand is also important.
Keeping a consistant style through out marketing
materials, and online/Social media. Your brand
might have a physical outlet like a bar, a shop, a
hotel or all of these. If so these all need to remain
‘on brand’ Being on brand is like giving your product
or service a personality.

3. What makes a brand stand out?
• A sense of being on brand needs to work
on every level of the business.
• Many businesses achieve this by having
‘core values’ or a ‘manifesto’ to which
everything is benchmarked by.
These brand values need to make sense to
the product, Where it is manufactured, How
it is advertised, The values of the people
working at the company, The customer
service… Everything. By doing this you can
make your brand a trusted brand. This being
one the consumer feels comfortable
revisiting again and again. It means loyalty.

4. Some Brands like to make you feel
special..

5. Some brands want to make you feel
cool…

6. And others want you to feel like you
are getting great value…

7. Falling out of love with a brand
You might be a strong brand now, But will it last
forever? If you cannot keep up with other
market leaders, If you cannot innovate your
products and services in line with new
technologies, cultural, economical AND political
shifts a brand can find it self falling out of
relevance.

9. Dove – A market leader in beauty.

10. The Look
Recognisable globally…
Clean, Minimal with two core design facets which have altered only slightly the
‘dove’ bird logo and stylised font

11. The Campaign
• One of the reasons for DOVES recent success
is its pioneering ‘Real Beauty’ Campaign
launched in 2009. Like the United colors of
Benetton adverts of the 90s, Dove shifted the
focus back to what's brilliant about being
diverse. The campaign feels radical as it is the
norm to advert beauty products through
‘aspiration’ as opposed to highlighting
difference.

12. The campaign focuses on using real women, of
multiple body sizes, ages and races. Holding a
mirror up to its own consumers rather than
ostracizing them using unattainable looks or
photoshoped images.

14. The Core Values
Dove Says about itself..
Dove, our vision is of a world where beauty is a source of confidence, and not anxiety.
So, we are on a mission to help the next generation of women develop a positive
relationship with the way they look - helping them raise their self-esteem and realise
their full potential.
What this says to the consumer…
Buy me, I want to make you feel GOOD.
Its actually the same message that nearly all beauty promote, However it seems
different because of the campaign. Aspirational becomes attainable.