Regent University of Science & Technology held a meeting with Daniel Adjei to discuss brand guidelines, the creative brief, and measuring advertising effectiveness. The brand guide establishes elements like colors, fonts, tones and imagery to ensure consistency across communications. The creative brief provides key information to guide creative development, including objectives, target audience, brand positioning, and mandatory inclusions. Measuring effectiveness is important, and can be done through metrics like return on investment which evaluates cost against sales revenue from an campaign.

1. Meeting With
Regent University of Science &
Technology
Daniel Adjei- +233243744481

2. Daniel Adjei
Integrated Marketing Communications Practitioner
danielkadjei@gmail.com
0243 744 481

3. Introduction

4. Brief Description of Brand
Guide and The Brief Writing

5. A brand
A product manufactured by a company under a particular name.
It identifies one service offering as distinct from those of other sellers
The personality that identifies a product, service or company.
Proper branding can result in higher sales of not only one product/
service, but on other products associated with that brand.

6. Introduction – Importance
Low Employee turnover
Uniqueness
Brand/ Client Loyalty
New Direction
Brand preference

7. Brand Awareness

8. Brand Awareness
Customers' ability to recall and recognize the brand under
different conditions and link to the brand name, logo, jingles
and so on to certain associations in memory.
It helps the customers to understand to which product or
service category the particular brand belongs .
Brand awareness is of critical importance since customers will
not consider your brand if they are not aware of it…

9. But What?
Building a strong brand requires more than just a
logo.
It needs the foundation upon which the brand will thrive,
taking into consideration the overall marketing objectives,
vision and mission of the company.
There has to be a ‘Brand Guide!’

10. Building A Brand Guide

11. • Brand guide, sometimes referred to as brand diary, book or
‘bible’ embodies everything from your brand message and
mission statement through to the use of logos, tones, fonts,
colours and imagery:
• Most multinationals all over the world have achieved
consistency in their colours, tone, font in their way of
communication due to a guideline they stick to.
• These companies regardless of the creative agency they use
or the country they find themselves in can not deviate from
their core elements of communication because they have
guidelines to follow.
Brand Guide

12. Brand Guide

13. Develop a logo

14. Logo

15. Logo

16. Logo

18. What is a Creative brief?
o It is the first ad of the campaign
o A one-page document that puts in writing all the
key information you want the creatives to know
before working on the creative campaign
o It is the bridge that connects strategic thinking
and creative execution
o The key with which the account managers can
unlock the imagination of creative people

19. Elements of Creative Brief
Creative
Brief
Background
Objective
Target
Audience
Creative
Insight
Desired
Response
Single
Minded
Proposition
Mandatories

20. What is its Role?
o To liberate the creative process. Not control.
o To provide a springboard for ideation.
o Inform. Interest. Persuade. Guide. Inspire.

21. - Brain storming
- Market insight
- Personal story
The Creative Brief Strategist

22. Sample Brief
Client:
Date prepared: 19 October, 2014
Overview of Product/Service:
What specific product or service do you want us to
market/promote?
Objectives
What specific outcome do you want the communication to
achieve? e.g. Increase patronage, direct consumers to call
toll-free number, increase sales etc.
Deliverables required
What do you want Agency to do for you .e.g. logo, radio
ad, billboards, sales promotion, website development,
market research etc.
Target
Who should communications address first?
Who should communications address next?
Brand positioning
What one thing sets your product/service apart from your
competition?
Mandatory inclusions
What brand elements or information must be used for the
communications? (Company logo, company
colors, etc.)
Timelines
When do you expect work to be completed?

23. 6 Tips for Beautiful Creative Briefs

24.  For starters, find at least
one Consumer insight.
“A Consumer insight is like a
true confession from the
prodigal son”

25. Here’s an insight:
“Many young adults attend their high school
reunion specifically to impress former
classmates”

27.  Write a specific
attainable objective.
“The objective should always be clear and
specific”

28. A beautiful objective:
“The purpose of this campaign is to position
Regent Ghana, among all private universities as
the leader in Science & Technology education”

29. One way to write a lovely
objective:
“Specify what the audience should think, feel or
do”

30. Example:
“The objective of this ad is to get the audience
to understand and believe that Mr. Muscle
cleans the toughest stains”

32.  Think strategically but
not predictably.
Think Branding
Think Positioning &
Think direct Response

33. Branding, positioning & direct are the creative
options that can have the greatest impact on
sales, profits and the value of a company.

34. Branding is about telling your audience the
same thing, all the time.
“This is who I am,
my personality and story.
This is what I look like.
And this is what I can do for you.”

35. A touch of Africa.

36. Positioning is about finding a
niche in the prospects mind.
And filling it with a slogan* that
sticks.
Just Do it
Naturally

39. Direct response is about
triggering an action
that results in a sale.

40.  Match the brief to the
project.

41. A creative brief addresses issues
that are specific to a given
project
So a single creative brief
template won’t work for every
project

42.  Create a persona to
represent the target
audience.

43.  Give prospects and
customers a voice in the
creative brief.
“I can tell you exactly what I like,
What I don’t like,
And how to sell to me.”

44. Some TV and Radio ADs

45. TV AD

46. TV AD

47. TV AD

49. Print Ads

54. MEDIA PLANNING
&
PROCESSES

55. Media Procedures:
o A brief /call report from Client Service
department is sent to Media Dept.
The brief should be explicit and straight to the
point.

56. Media Procedures:
o The media department discuss the brief /
call report to diagnose and find the best
strategy to adapt for the client’s request
 3 major factors
o Target
o Budget
o Listenership/ Viewership

57. Media Procedures:
o Orders are raised to the selected media
partners in exchange for a collaborated
schedule.
o Monitoring
o Follow up & Collection of TCs

58. Media Procedures:
o With Print Ad insertions: Tear sheets are
provided as proof of execution.
o Monitoring
o Follow up & Collection of TCs
o Final Report

59. INTEGRATING THE MARKETING
COMMUNICATION CHANNELS

60. IMC:
Integrated Marketing communication helps in
integrating all essential components of marketing to
communicate similar messages to potential and
existing end-users.

61. Shifts that enabled IMC:
Fundamental shifts in how companies market to consumers have
made Integrated Marketing Communications possible.
The shift...
o From Traditional Marketing to Digital/Interactive Marketing
o From Mass Media to Specialized Media
o From Low Accountability in Marketing Spend to High
Accountability in Marketing Spend
o From Limited Connectivity to Pervasive Connectedness

62. Elements of IMC:
o Newspaper inserts
o Hoardings and banners
o Brochures
o Radio or television advertisements,
o Press releases
o Discount coupons
o Loyalty clubs
o Membership clubs
o PR Activities
o Sales promotional
activities
o Direct marketing
initiatives
o Social networking
sites (Face book.
Twitter,), blogs and so
on.

63. Importance of IMC:
o Consistent Communication
o Target Reach
o TOMA
o Reason to Believe

64. CREATIVITY IN ADVERTISING

65. Creativity in Advertising:
Creativity is at the heart of everything we do

66. Creativity in Advertising:
o Creativity is at the heart of everything we do.
o It’s our ability to transform strategic thinking into
ideas…
o Creativity means being novel and appropriate

67. Creativity in Advertising:
 3 main different stages:
o CREATE: It means to bring something in
to being and originate a new and unique idea.
o CREATION: It is the process
o CREATIVE: Thinking differently

68. Creativity in Advertising:
 3 aspects of Creativity are Most Accepted:
o Creative process
o Creative person
o Creative situation

69. Creativity in Advertising:
 4 Rules of Creativity:
1. Make the product relevant to customer.
2. It should be promise to the customer.
3. Don't let it stand alone.
4. Always put product at the centre of the
commercial.

70. STRATEGIC BRAND MANAGEMENT

71. Creating and sustaining
strong brand equity:
The concept and practice of brand management in its
totality.

72. MEASURING ADVERTISING
EFFECTIVENESS

73. Measuring Advert
Effectiveness:
o Simple formula: Return on Investment.
o ROI evaluates cost against return

74. Measuring Advert
Effectiveness:
o ROI= (R-CI) / CI x 100
o R= Gross Margin (Sales revenue- Cost of
Goods sold)
o CI= Cost of Investment

75. Measuring Advert
Effectiveness:
The result is a ratio; the higher the ratio, the
better the return. For example, say you decide
to run a new direct mail campaign.

76. Measuring Advert
Effectiveness:
Other variables:
o When campaign is integrated
o Where campaign is discount sales
o Dependent on type of campaign; awareness

77. Measuring Advert
Effectiveness:
You print 4,000 postcards and mail them to potential
customers; the total cost of printing and mailing is
GHC2,000.
As a result of the campaign you generate GHC9,500 in
sales and GHC5,000 in Gross Margin. Simply do the
math:
GHC5,000 - C2,000 = C3,000; C3,000 / C2,000 = 1.50,
or 150%.
Your ROI on the direct mail campaign was 150%.

78. Measuring Advert
Effectiveness:
The key to evaluating advertising effectiveness is to
work hard to determine where sales and revenue
originated, at least in terms of the advertising you place.