Why Is Branding So Important? Anita Beasley. Action Communications

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2 Why Is Branding So Important? Anita Beasley Action Communications

3 Branding What is it? Definition of branding Why it is so important More than just a logo Strategic process can revisit at any time Underpins ALL of your business and your marketing

4 Famous brands Why are they famous? What does the brand icon say to you?

5 Why is it so important?

6 Why is it so important? 1. Gives clarity and purpose to what you do

7 Why is it so important? 1. Gives clarity and purpose to what you do 2. Creates a strong synergistic image in the marketplace

8 Why is it so important? 1. Gives clarity and purpose to what you do 2. Creates a strong synergistic image in the marketplace 3. Simplifies marketing and other decisions FOCUS

9 Why is it so important? 1. Gives clarity and purpose to what you do 2. Creates a strong synergistic image in the marketplace 3. Simplifies marketing and other decisions - FOCUS 4. Enhances morale, loyalty & support STAFF, CUSTOMERS & TRADE PARTNERS

10 Why is it so important? 1. Gives clarity and purpose to what you do 2. Creates a strong synergistic image in the marketplace 3. Simplifies marketing and other decisions - FOCUS 4. Enhances morale, loyalty & support STAFF, CUSTOMERS & TRADE PARTNERS 5. Enhances your professionalism sets you up for success

11 Why is it so important? 1. Gives clarity and purpose to what you do 2. Creates a strong synergistic image in the marketplace 3. Simplifies marketing and other decisions - FOCUS 4. Enhances morale, loyalty & support STAFF, CUSTOMERS & TRADE PARTNERS 5. Enhances your professionalism sets you up for success 6. Increases trial of new products

12 Why is it so important? 1. Gives clarity and purpose to what you do 2. Creates a strong synergistic image in the marketplace 3. Simplifies marketing and other decisions - FOCUS 4. Enhances morale, loyalty & support STAFF, CUSTOMERS & TRADE PARTNERS 5. Enhances your professionalism sets you up for success 6. Increases trial of new products 7. Makes you less sensitive to competitive pricing

13 Why is it so important? 1. Gives clarity and purpose to what you do 2. Creates a strong synergistic image in the marketplace 3. Simplifies marketing and other decisions - FOCUS 4. Enhances morale, loyalty & support STAFF, CUSTOMERS & TRADE PARTNERS 5. Enhances your professionalism sets you up for success 6. Increases trial of new products 7. Makes you less sensitive to competitive pricing 8. Enables you to attract great staff

14 Why is it so important? 1. Gives clarity and purpose to what you do 2. Creates a strong synergistic image in the marketplace 3. Simplifies marketing and other decisions - FOCUS 4. Enhances morale, loyalty & support STAFF, CUSTOMERS & TRADE PARTNERS 5. Enhances your professionalism sets you up for success 6. Increases trial of new products 7. Makes you less sensitive to competitive pricing 8. Enables you to attract great staff 9. Helps you develop strategic relationships

15 Why is it so important? 1. Gives clarity and purpose to what you do 2. Creates a strong synergistic image in the marketplace 3. Simplifies marketing and other decisions - FOCUS 4. Enhances morale, loyalty & support STAFF, CUSTOMERS & TRADE PARTNERS 5. Enhances your professionalism sets you up for success 6. Increases trial of new products 7. Makes you less sensitive to competitive pricing 8. Enables you to attract great staff 9. Helps you develop strategic relationships 10. Adds value to your company from an IPO / merger / sell-out perspective

16 Branding Foundations Brand strategy understand who you are Brand identity Style guide what this encompasses Application roll out Consistency no deviations Management - guardianship

17 Branding Process Where do you start? New brand, Rebrand, Brand refresh Brand Pyramid/Blueprint process Essence/Brand promise Vision/Tagline development Brief for design Design feedback/testing Brand style guide

18 Brand Pyramid Process to establish or revisit who you are and what you stand for Core to any BRANDING STRATEGY

19 Branding Your Essence Distilling your essence Your USP Ideally a benefit Could convey emotional benefit Examples: Regional School Country spirit realises individual potential Obstacle course/adventure racing event company Original outdoor experiences Private emergency department Medical peace of mind

20 Branding Great design Design is critical what does it tell you? Core Story. Synergy Logo identity legible, reflect your essence (colour, typography, icon) What is your style, personality, look and feel? Get at least 3 options Test it Roll out across your marcoms good design across everything Consistency / guidelines

21 Branding Great imagery and words What is your personality? What is your tone of voice? Images are important but not just any image Articulate, clever copy will position and sell Introduce icons and your colour palette

22 Branding Application Part 1 Digital footprint Corporate stationery Signage, vehicles, uniforms, promotional merchandise Marcoms collateral, forms HR recruitment, inductions Internal communications

23 Branding Application Part 2 BRAND is also how you go about your business Your people, their behaviour, your products / services Creates and image of your brand = perceptions Brand LOYALTY Business SUCCESS These are part of Your Brand s Attributes ESSENCE PERSONALITY VALUES BENEFITS ATTRIBUTES MISSION

24 Case Study The Talea Group Rename and rebrand from Paragon Associates Small training and development consultancy Brand pyramid process uncovered essence New name based on Talea to tailor Brand design brief to reflect essence, colours to appeal to corporate

25 Case Study The Talea Group Before After

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27 Case Study The Talea Group website

28 Case Study The Hotel Network Refresh logo EVOLVE new tagline and rollout Company had been complacent in marketing Needed to reposition and bolster image/sales Needed to look to B2C

29 Case Study The Hotel Network Needed to be viewed favourably amongst major brand names Needed to be vibrant in B2B bit not look like corporate competitors

30 Case Study The Hotel Network

31 Case Study The SCOTS PGC College Never had a proper logo! Brand pyramid process unveiled new essence New tagline developed New positioning Photography was key New copy New website, collateral and roll out

32 Case Study The SCOTS PGC College Before After

33 Case Study The SCOTS PGC College

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35 Branding Ongoing Ongoing brand management is key Needs to permeate the business From CEO down Who is your brand champion? Builds business equity and customer confidence Prepare you for investors or sale

36 Branding Our Value Add Strategists Brand Pyramid before design Articulation: Yesterday, Today, Tomorrow Tagline Brief to Designer Defined, Focused not broad Critical review of design client only sees once boxes ticked Good design like a cryptic puzzle answer Clear Brand guidelines / Application across marketing

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39 Branding Costs Low-end ($1-2K) Starting Point End Point Medium ($2 6K) High-end ($6-10K) Clean Slate / Open Brief

40 Branding Questions for You 1. Who are my customers? 2. What customers do I want to have? 3. Who are my competitors? 4. What is my competitors brand position? 5. What problem does my company solve? Does anybody care? What s my brand story? 6. What is my value proposition? Is it distinctive? Is it relevant to my customers? 7. What does my current brand say about me? 8. When people think about my company or product, what are the feelings and associations I want them to have? Are they unique? Can we own them? 9. What are the functional benefits that we deliver to our customers? 10. What are the emotional benefits that only we deliver to our customers? 11. What kind of personality will my brand have?

41 Thank you. Questions? For more information Ph

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