brand workshop outline document transcript 44365
TRANSCRIPT
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science+art=emotion
Brand Communication Workshop August 2007
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W a s a B a ?
The brand is all that is communicated visuallyand otherwise to portray the personality ofthe organisation, its products and services.
And, as such, strong brands are enormouslypowerful business tools.
It is not simply a logo. An organisations logostands as an emblem for all that their brandencompasses.
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B a B
Science + Art = emotion
The Strategic Approach (The Science) When we approach branding, we recognise it is
a business challenge which requires the implementation of a robust strategy to improve
the chances of success. To be successful a companys brand must fit congruently with its
products, services and the markets. Good branding takes all the parts into consideration,
from the way the company behaves (Brand Personality) to the way it looks (The Visual
Identity).The Visual Identity (The Art) is the visual representation of the brand. This visual language
gets represented on all marketing collateral such as sales literature, websites, signage etc.
and will effect the way the organisation is perceived.
OFFICES
SHOWROOMS
AWARDS
GREEN POLICIES
OTHER COMMUNITYPROGRAMMES
STRATEGIES
VALUEPERCEPTION
STAFF
INTERNAL AND EXTERNAL
POLICIES
ON-LINE
PREMISES
CHARITIES
SPONSORED
EVENTS
SALESMANSCARS
SALESMANSSUITS
PARTNERPROGRAMMES
QUALITY PERCEPTION
POSITIONING
THE NAME NEEDSTO BE DISTINCTIVE
IN ITS MARKET,
IDEALLY UNIQUE
THE LOGO IS A TAGSHORTHAND FOR
THE BRAND
SERVICEOFFER
COPY STYLE
PHOTOGRAPHY
IN MEDIA
PRICEPERCEPTION
ADVERTISING
SALESLITERATURE
WEBSITE
SIGNAGE
CORPORATELITERATURE
DISPLAY
POWERPOINTPRES.
ONLINEMAIL
PR
DIRECTMAIL
V I S U A
L I D E N T I T Y O V
E R A L
L B RA N D
NAME &LOGO
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their Are mAny reASonS Why orgAniSAtionS reASSeSS their BrAnd
the products and services they offer change
their markets needs and requirements change
their target audiences change
their corporate structures change
their brand is tired and/or has been overtaken in the marketplace
their brand is dissipated through inconsistent use
Solution : ASSeSS current BrAnd, creAte , drive And direct
neW BrAnd
To progress future marketing and communications effectively
research the competition
undertake a brand communications workshop (to develop brand values)
create a new brand identity (only change if deemed necessary from brand workshop)
develop brand identity guidelines (even if logo has not changed)
create a marketing strategy for the coming year
W e a y B a ?
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BrAnd vAlueS
brand values define the personality of a company, its products and its services
they are guidelines used to control consistency of the brand message,
both internally and externally
once established they are referred to in the creation of all marketing
and communication briefs
all marketing and communication solutions can be measured
against the values
W B a va s?
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t B a W s
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AimS of the BrAnd WorkShop
to create a consensus amongst all parties responsible for delivering
the Client brand message
to define Client core values and strengths
provide an opportunity for the key decision makers to help define the Client brand
use the groups combined knowledge, experience and creativity to generate
new marketing / communication ideas to finalise a set of core brand values that can be carried forward into
all Client marketing and communication material
The workshop will not only define the Client brand, but will also highlight where
guidelines are needed for future communications materials (e.g. website, sales
marketing literature).
These tools can then be produced with confidence knowing that the content is
consistent with the agreed brand guidelines.
B a W s obj s
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exerciSe 1 - define the neW tArget Audience
who are the Client audience ?
is there more than one target audience ?
categorise into primary and secondary targets
describe their needs, characteristics, demographics
e s 10a : 60 mins - private/corporate - take us till 11am
gAp
c Audiencewhat you
want to
project
what
they
perceive
communicAtion gAp
This exercise will outline what Client is marketing, to whom,
and what the desired response should be.
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Exercise time 11am: car 30 mins - animal 30 mins - take us till 12pm
t s s s a c s a as / a s a a b
s aj b a s, a a as / a s a b w .
exerciSe 2 - BrAnd explorAtion - cAr/AnimAl
Through other brand association
look at brands and describe the qualities and values associated with them.
then if Client was a car -what would it be and why (traditional/modern, flexible etc).
Through emotive association explore other non-branded associations
t B a W s
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Exercise time 1pm: 15 mins to find adverts - 30 mins to discuss - take us till 2pm
t s s s a a s a c b a
exerciSe 3 - viSuAliSe the client BrAnd - pick An Advert
Think about the Client look and feel then using the magazines provided:
pick an advert, an image, a phrase or word which would be right for Client
think about the emotion we want to generate in the mind of the audience
the explanation of why the image/word has been selected is as important
as the image itself
Look for
a look that fits your image (now and in the future)
an overall message that is similar to your own
aimed at the same audience
from a company/body with similar values
t B a W s
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exerciSe 4 - ASSeSS & Agree the feAtureS And BenefitS
1. W a a b s a c w a
the customer gets
the customer can
2. What are the images/ideas that Client will project to their core market
the audience sees
the audience thinks
the audience believes
3. Not so important...
These benefits and ideas will change depending on who you are talking to
existing customers
potential customers
the media
your piers / competitors
Exercise time 2pm: 45 mins for features & benefits - key 15 mins - take us till 3pm
This exercise will define what Client customers gets & what the market
perception is
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exerciSe 5 - develop A Single minded propoSition - elevAtor pitch -
Why client - viSion - miSSion
The proposition is a single minded thought / statement that helps define the Client and
forms the basis for developing future communications. It should be supported by key
benefits and differentiators.
To express in short statements, definitions of Client brand. They will typically cover
this is the sort of company we are (values and beliefs)
these are the benefits that we offer our customers
these are the sorts of products we sell
the statements will then be streamlined to create a short message
that can be used externally.
Exercise time 3pm: 20 mins for quick and dirty SMP - 20
mins Vision - 20 mins Mission - take us till 4.00pm
This exercise will outline ideas, that will ultimately create a statement to be used
internally to position the key proposition in the minds of the staff & directors
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exerciSe 6 - determine the BrAnd vAlueS
Core Values - the sort of centre that Client will be
Company Values - how Client will be perceived
Tonal Values - the way that Client will communicate
Sa p Bra d map
v i S io n A r y
e n A B l i n
g e S t A B l i S h e d r e l i A B l e f l e x
i B l e
i n n o v A t i v e
c r e A t i v e
h o n e S t f r i e n
d l y
intelligence
T O N A L
C O M P A
N Y P R O
D U C T
CORE
VALUES
Exercise time 4pm: 20 mins - quick and dirty - take us till 4.20pm
This exercise will define how Client will take itself forward to the market
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W s r s
1. B s
believe anything is possible
2. B a a a
everybodys ideas are of equal worth
3. B
postpone and withhold any judgement on ideas
4. B a
encourage radical, lateral and innovative ideas
5. d s s
share them and build on other ideas put forward
6. d s
your own or anybody elses ideas
7. Sw a b s as
8. ha
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exerciSe 1 - d neW a a
e s 10a : 60 mins - private/corporate - take us till 11am
exerciSe 2 - B a a - a /a a / as b a (k a )
e s 11a : car 0 mins - animal 0 mins - - take us till 12am
exerciSe 3 - v s a s c b a - p a a
e s 1 : 1 mins to find adverts - 1 mins to discuss/maybe 0mins -
take us till 2.00pm
exerciSe 4 - Ass ss & A a s a b s
e s 2 : mins for features & benefits - key 1 mins - take us till .00pm
exerciSe 5 - d a s s - a - w
c - v s - m sse s 3 : 20 mins for quick and dirty SMP - 20mins Vision - 20 mins
Mission - take us till .00
exerciSe 6 - d b a a s
e s 4 : 20 mins - quick and dirty - take us till .20pm
t
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B a W s f w u
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W s f w u
After the WorkShop the folloWing Will Be delivered to client
1. s w s
finalised brand map (see sample attached, created for Actis)
mood boards (see sample attached, created for Kenetic)
key insights
finalised single minded proposition, (sketch vision and mission)
2. competitors analysis pull together 6 competitors web screen grabs and evaluate
3. marketing strategy
make suggestions about the best way forward for marketing
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m B a s