how to build an awesome brand - startup seminars
TRANSCRIPT
How to make an awesome brand!Joanna Alpe Nov 1st 2016
www.weloveinc.com
What is a brand?
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Brand vs brand name
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A brand is not (just) a logo
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“the intangible sum of a product’s (or companies) attributes.”David Ogilvy www.weloveinc.com
It’s what a person thinks and feels when they hear your brand name
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An indication of a strong brand is one that we have given a nickname...
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Brand name = the actual name
Brand = perception people have about the product, service or company
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So how do we craft the right perception?
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?
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Stage 1
1. Understand the audience!
?
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Stage 1
User Profiles
Frustrations
Demographic info
Goals
Motivations
Brands
(Lifestyle
orbit)
Channels (Media/Digitalorbit)
?
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Stage 1
https://xtensio.com/user-persona/
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Stage 1
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Stage 2
2. Craft a strong brand strategy and brand story
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Stage 2
brandessence/ promise
USP
PersonalityBrand values
Positioning
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Stage 2
RelevanceReturns
USP
Giving traditionally thinking companies a unique digitally relevant voice
COLLABORATIONEFFECTIVENESSCLARITYRELEVANCEPEOPLE
GLOBAL CITIZENRESPECTFULPURPOSEFULSMARTHOSPITABLESOCIAL
AGILEPREMIUMINNOVATIVE“APPLE”“TESLA”“SPOTIFY”
PersonalityBrand values
Positioning
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Stage 2
RelevanceReturns
COLLABORATION
EFFECTIVENESS
CLARITY
RELEVANCE
PEOPLE
GLOBAL CITIZEN
RESPECTFUL
PURPOSEFUL
SMART
HOSPITABLE
SOCIAL
AGILE
PREMIUM
INNOVATIVE
“APPLE”
“TESLA”
“SPOTIFY”
Checklist
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Stage 3
3. Identify the brandFirst up...
> Brand name We are called...
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Stage 3
Next up...
> A StraplineHere’s our
catchy promise...
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Stage 3
just do it
because you’re worth it
think different
I’m lovin’ it
maybe its Maybelline
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Stage 3
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Stage 3
brand toolkit> A logo> Brand colours> Brand font> Brand imagery> Tone of voice
> Brand guidelines
05
01
02
0�
Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back (our lawyers however, are another story).
01 Print logoThis logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging.
02 Screen logoThis is our logo to be used for all screen work, including websites, banners and presentations. Please make sure you are using the latest version as we have made it 17% nicer than the earlier version.
Both these logos are available in a negative version.
50332_A1_SKYPE_Look_230x280.indd4 4 23/5/07 13:12:18
> A Logo
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Take a deep breath™. Skype.comX
Take a deep breath™Skype.com
X01
02
03
0�
Take a deep breath™Skype.com
XTake a deep breath™. Skype.com
X
1�
Wherever possible, the Skype logo should appear with the strapline.The logo has been set in a number of different formats. Pick the one that best suits the usage.
“Take a deep breath” is only our English language strapline. For international use, we’re applying a different line. See the next page for international straplines.
“Take a deep breath™”This is our main strapline in English.
01 Strapline – align rightHouse font – Chaletbook Bold.Font size – 1/3 cap height of logo. “Skype.com” – 50% of Skype blue. Never recreate this line in another font.
02 Strapline – align belowHouse font – Chaletbook Bold.Font size – 1/4 cap height of logo. “Skype.com” – 50% of Skype blue. Never recreate this line in another font.
03 / 0� StraplineHouse font – Chaletbook Bold.Font size – Cap height of logo. “Skype.com” – 50% of Skype blue. Never recreate this line in another font.
Spacing of the straplineThe strapline always sits the height or the width of a cap ‘X’ for consistency throughout.
> Logo with Strapline
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Skype YellowPantone 116 CCMYK 0/10/100/0RGB 255/205/0HEX #FFCD00
Skype Green Pantone 376 CCMYK 55/5/100/0RGB 135/200/10HEX #87C80A
Skype OrangePantone 151 CCMYK 0/60/100/0RGB 255/115/0HEX #FF7300
Skype PurplePantone 25� CCMYK 55/100/5/0RGB 140/40/140HEX #8C288C
These colours only appear in rainbows.
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Our colours are what give us our personality. We’re bright, bold, colourful and confident. They’re simply loud and clear.
You can only reproduce the Skype logo using Skype Blue.
Oh yeah, we really don’t like black, so if it can be avoided… avoid it!
Note
These are our primary colours for text and headers.
Skype BluePantone Pro. Cyan CCMYK 100/0/0/0RGB 0/175/240HEX #00AFF0100% General Use50% Strapline20% Boxes
Skype TextCool Gray 9 CCMYK 0/0/0/60RGB 130/130/130HEX #666666
50332_A1_SKYPE_Look_230x280.indd12 12 23/5/07 13:15:45
> Brand colours
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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!£$&@*) 0123456789
Aa
Chaletbook BoldChaletbook also comes in bold. It’s called Chaletbook Bold.
You will need to adjust the kerning a bit.The larger Chaletbook gets, the more tightlyit needs to be kerned.
50332_A1_SKYPE_Look_230x280.indd9 9 23/5/07 13:12:58
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ChaletbookThe Chaletbook type family is our corporate font. Not that any of us wear suits too often.
Chaletbook is a nice, simple font, good for anything from headlines to text. Use Chaletbook wherever possible.
Our typeface. Print.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!£$&@*) 0123456789
Aa
> Brand fonts
Say hello to clouds and rainbows.
1918
Clouds have always been part of our logo, but we are now giving them a starring role. Clouds are a good way to represent free conversations. They feel free and natural. They look cool.
> Brand imagery
The SpaceInBetw n ©2011 We Love IncThe Space In Between Brand Guidelines | version 1 | February 2012
8.1 Tone of voice
directpersonablebit of an edgerespectful
It’s really important that our language use is clear and easy to understand.
We need to sound like real people, talking openly to a real person at the other end.
We don’t go overboard with jargon - although can pull out the technical speak with ease when we need to prove our worth.
We skillfully avoid sounding like a social media guru or in a hyped up exaggerated state.
Limit the amount of time we use the term social media in comunications. It should be alluded to but not focused on. Engaging with people is the main thing - in whatever digital form that takes.
Not this:
We sound like this:
Get closer to the people who matter to you and your business
Engage with the people around your brand, right where they are.
If the digital space is spacing you out, talk to us. We get it.
We get digital.
Optimise your digital presence and maximise your influence online!
Join the social media revolution!
Don’t get left behind - social media engagement is the new big thing!
> Tone of voice
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Stage 4
4. Apply the brand...
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Stage 4
CONSISTENTLY!AT EVERY TOUCHPOINT.
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Stage 1
User Profiles
Frustrations
Demographic info
Goals
Motivations
Brands
(Lifestyle
orbit)
Channels (Media/Digitalorbit)
?
www.weloveinc.com
Stage 5
5. Brand evolution and guardianship
“The aim of the new identity was to build greater positivity, optimism and an emotional connection with Optus’ customers. In a market dominated by formal and formulaic brands, the rebrand needed to offer a clear departure from what many Australians had come to expect of a large telecommunications provider. To that end, the identity needed a new voice that was friendly, easy to understand and laced with humour.”http://www.creativebloq.com/branding/destiny-calling-how-re-rebranded-optus-9134540
“The playful tone of the bubble font logo was no longer appropriate for the entertainment-led brand Optus needed to become. The new strategy was to make much more of Yes and treat Optus as a corporate endorsement. In essence to make the logo more neutral, grown-up and established, yet oh so familiar.”
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SUMMARY
1. Understand the audience
2. Craft a strong brand strategy & brand story
3. Identify the brand
4. Apply the brand!
5. Evolve and guard the brand
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Get going!
Any questions
?