Branding guidelines. Discovery Accredited Independent Financial Advisers

Transcription

1 Branding guidelines Discovery Accredited Independent Financial Advisers

2 Contents 1. Branding General guidelines when using the Discovery brand 4 Logos 5 Branded promotional items 6 Branding your vehicle 7 Office signage 8 Letterheads 9 Business cards Advertising and marketing material Discovery partners 11 Print 12 Radio 13 Flyers 13 Marketing material 14 Exhibitions and promotional events 15 Direct mail campaigns 16 Campaigns on Demand Website and social media Creating your own website 17 Financial Adviser Zone 17 Social media Sponsorships Discovery sponsorship Wellness Experience How to host a Wellness day 20 Vitality Wellness Centres Contact details 21 2

3 1. Branding When Discovery was established as a small specialist health insurer two decades ago, we made a clear and profound promise: to make people healthier. Driven by constant innovation over the years, we created a multifaceted, integrated financial services organisation and expanded our original promise to include enhancing and protecting lives. Throughout our ongoing growth, our founding ideal has remained unchanged making people healthier and enhancing and protecting their lives has evolved into our core purpose, which frames our ambition, strategy and business methodology. As a brand, we aim to create an experience for each stakeholder group that is true to the Discovery values and our core purpose. Financial advisers drive our marketing efforts Since its entry into the market in 1993, Discovery has had a marketing and distribution strategy that focused on empowering you, our financial adviser, to offer your clients access to our products and services. We support these efforts with brand awareness, communication and reputation management initiatives. Discovery s integrated marketing and communications strategies are designed to support the marketing and sales efforts of our financial advisers. Our strategies focus on driving awareness of the Discovery brand, communicating the Discovery value proposition and managing the reputation of Discovery in the marketplace. They encompass a range of marketing and communication tools and disciplines, which, in line with Discovery s integration model, are integrated across the various Discovery products and services to ensure coherence and alignment. Discovery s centralised marketing and communications hub, Discovery Marketing, consults with specialist agencies, experts and leading institutions to make sure these initiatives are in line with best practice and the latest thinking. Given the importance of our distribution channels to Discovery s overall success, a dedicated team within the division is tasked with ensuring timely, relevant communication with financial advisers. Looking to the future, our goal is to be one of the best insurance organisations in the world, one that is renowned for excellence, innovation and financial strength. We welcome your contribution to us achieving this goal. 3

4 1. Branding General guidelines when using the Discovery brand For us to support you in your branding efforts we have put together this user guide. The guide will show you how to use the Discovery name and brand in your marketing material. Please familiarise yourself with the following guidelines and make sure you apply them whenever you work with any element of the Discovery corporate identity (CI) within your business: When referring to Discovery in any promotional material you must explain that you market or represent Discovery Do not use the Discovery name as a heading or copy headline. You may refer to Discovery in the body or text of your marketing material The name Discovery must never be larger than your company or intermediary house name The Discovery logo and Discovery product logos should not be used in any marketing material Do not use our payoff lines, for example: Discovery Insure, motor insurance for good drivers Always make sure any Discovery marketing material you distribute is current and accurate You may not contact our partners directly Before publishing or distributing any marketing material in which the Discovery name or product information appears, it must be submitted for approval to Discovery Marketing at [email protected] The print room can assist with printing your approved artwork. [email protected] for a quote. 4

5 1. Branding We ve created the following Discovery Accredited Independent Financial Adviser (IFA) logo for you to use on your company s marketing material. The logo is available in English and Afrikaans. When using this logo, make sure it is always smaller than your company logo so it is seen as a supportive logo and not the main one Before publishing or distributing any marketing material in which the Discovery Accredited Independent Financial Adviser appears, you have to send it to us for approval at [email protected] You may not use the following generic Discovery logo or Discovery product logos: 5

6 1. Branding Branded promotional items You can order all Discovery branded clothing, promotional material (for example water bottles, pens, mouse pads etc) and gifts through the DiscoveryWare store. You can view the latest DiscoveryWare catalogue or place an order at or contact DiscoveryWare s sales assistants at [email protected] or on If you would like to have your own items branded with the Discovery Accredited Independent Financial Adviser logo, please send the final artwork to Discovery Marketing at [email protected] for approval. 6

7 1. Branding Branding your vehicle If you choose to brand your vehicle, it must be done in your company s look and feel and at your own cost, through your own supplier. Discovery Marketing can provide you with the Discovery Accredited Independent Financial Adviser logo to use on your vehicle, when branding it. Company Logo Company Logo Acceptable Not acceptable The Discovery Accredited Independent Financial Adviser logo must be smaller than your company logo Branded magnets may not be used if the Discovery Accredited Independent Financial Adviser logo is used You may not use any of our Discovery product logos to brand your vehicle Before producing any car branding in which the Discovery Accredited Independent Financial Adviser logo appears, it must be submitted for approval to Discovery Marketing at [email protected] 7

8 1. Branding Office signage You have the option of displaying signs at your office using the Discovery Accredited Independent Financial Adviser logo in addition to your existing office signage, at your own cost. The Discovery Accredited Independent Financial Adviser logo sign must always be seen as a supporting logo and not the primary one. ABC FINANCIAL ADVISERS INC Acceptable logo on signage Not acceptable logo on signage The Discovery generic logo and product logos cannot be used for the office signs Please send a mock-up of your display signs to Discovery Marketing at [email protected] for approval If your contract with Discovery ends, please remove all Discovery signs and logos within 30 days of the contract end date 8

9 1. Branding Letterheads You may incorporate the Discovery Accredited Independent Financial Adviser logo in your letterhead design. Make sure your company logo appears larger than the Discovery Accredited Independent Financial Adviser logo at all times. If you use the Discovery Accredited Independent Financial Adviser logo, please send your letterhead to Discovery Marketing at for approval before you print or distribute. ABC FINANCIAL ADVISERS INC 5 Bauhinia Road, Cambridge Office Park, Unit 2, Techno Park, Centurion, PO Box , Sandton, 2146 Tel: (012) Business Executive: J Van Niekerk [email protected] 5 Bauhinia Road, Cambridge Office Park, Unit 2, Techno Park, Centurion, PO Box , Sandton, 2146 Tel: (012) Business Executive: J Van Niekerk [email protected] ABC FINANCIAL ADVISERS INC Acceptable Not acceptable 9

10 1. Branding Business cards You may design your business card according to your company look and feel and at your own costs If you insert the Discovery Accredited Independent Financial Adviser logo on your business card, make sure your company logo appears as the main logo and the Discovery Accredited Independent Financial Adviser logo as a supporting one. Please remember to submit your business card design to Discovery Marketing at [email protected] for approval before you print. ABC FINANCIAL ADVISERS INC ABC FINANCIAL ADVISERS INC Tel: Fax: cel: [email protected] Tel: Fax: cel: [email protected] Acceptable Not acceptable 10

11 2. Advertising and marketing material Financial advisers may not contact Discovery Vitality or DiscoveryCard partners directly. If you are interested in hosting anything that involves Vitality or Card partners, your request to for assistance. Discovery Vitality and DiscoveryCard partners Clicks Ster-Kinekor Internet Solutions Cell C MTN Vodacom Telkom kulula.com British Airways (BA Local and International) Emirates Tsogo Sun Greyhound Europcar Royal Caribbean World Leisure Holidays Contiki Toys R Us Reggie s Pick n Pay Builders Warehouse Builders Incredible Connection 11

12 2. Advertising and marketing material Printed advertisements You can incorporate the Discovery Accredited Independent Financial Adviser logo in your advertisements. Remember it must always be smaller than your company logo. The advertisement needs to be designed in your company s look and feel Do not copy any Discovery advertisement If you use the Discovery Accredited Independent Financial Adviser logo in your design, send a mock-up of your advert, before it is published or distributed, to Discovery Marketing at [email protected] for approval. 12

13 2. Advertising and marketing material Radio advertisements When creating a radio advert, please never give the impression that you are an employee of Discovery. Always maintain your identity as an independent financial adviser or intermediary house. You cannot create any Discovery product radio adverts. Discovery needs to approve any advert in which Discovery is mentioned before broadcasting. Please your advert to us at [email protected] for approval. Radio interviews When doing a radio interview, please never give the impression that you are an employee of Discovery. Always maintain your identity as an independent financial adviser. You can only do radio interviews on your local radio stations. Before the radio interview broadcasts, Discovery needs to approve any script in which Discovery is mentioned. Please your script to us at [email protected] for approval. Flyers When designing flyers, do not copy images used in Discovery adverts, social media platforms or the Discovery website. You can design flyers in your own company look and feel and incorporate the Discovery Accredited Independent Financial Adviser logo. This logo must always appear as a supporting logo to your company or intermediary house logo. Before your flyer is published or distributed, send a mock-up in which the Discovery Accredited Independent Financial Adviser logo is used to Discovery Marketing at [email protected] for approval. You can order Discovery product flyers through your business consultant. 13

14 2. Advertising and marketing material Marketing material All marketing material in which Discovery is mentioned or where the Discovery Accredited Independent Financial Adviser logo is used must be sent to Discovery Marketing for approval at Ordering marketing material To order printed stock of Discovery marketing material, contact your business consultant. Downloading marketing material You can download the Discovery marketing material from the Financial Adviser Zone: Log in to the Financial Adviser Zone Under the Marketing Support tab, select the marketing material you need Download the marketing material and find your own supplier to print You may attach your business card to the marketing material before you distribute. 14

15 2. Advertising and marketing material Exhibitions and promotional events Financial advisers may take part in exhibitions, mall displays and promotional events. Your exhibition, stand and all marketing material must be designed in your own company look and feel. You may incorporate the Discovery Accredited Independent Financial Adviser logo in your artwork, making sure the logo appears as a supporting logo to your company or intermediary house logo. If you use the Discovery Accredited Independent Financial Adviser logo, remember to send a request for approval to [email protected] Speak to your business consultant if you need Discovery marketing material or branding. 15

16 2. Advertising and marketing material Direct mail campaigns Some financial advisers run direct campaigns either by or through call during which they give the impression that they work for Discovery, or that Discovery has referred the client to them to contact. This creates an incorrect assumption that we give our members data to third parties. As an independent financial adviser, you must always make sure it is absolutely clear that you market Discovery products, but don t work for Discovery. Campaigns on Demand The Campaigns on Demand tool aims to provide you with targeted marketing campaigns for your clients. These planned campaigns will help grow your business and provide better service to your current clients. Campaigns on Demand mines our data by searching the various Discovery client databases to identify which of your clients are most suited for a chosen campaign. This could be to sell a new product, or to service a client with an upgrade. The result is a user-friendly report in a Microsoft Excel file, listing the ideal clients with some of their key information. Visit log onto the Financial Adviser Zone and click on marketing support to access the Campaigns on Demand tool and view the latest campaigns available. 16

17 3. Websites and social media Creating your own website You cannot use the Discovery name or Discovery product names when creating your website or deciding on an address or web address. This dilutes our brand image in the public space and may cause confusion for people specifically searching for Discovery. You are allowed to use the Discovery Accredited Independent Financial Adviser logo as long as it is smaller than your own logo. You cannot use the Discovery icon as it is well known in the marketplace and is associated with Discovery as a company. Using the Discovery icon comprises a breach of our trademark rights. Please Discovery Marketing at [email protected] for any Discovery product and benefit information you would like to use on your website and links to the Discovery website. Financial Adviser Zone The Discovery website is an excellent reference source for you, your clients and your business. The Financial Adviser Zone is on the Discovery website at The Financial Adviser Zone is your one-stop website for everything Discovery. Once you log in, several resources and tools are available to you, including: Discovery marketing support material The financial adviser s commission report Being able to manage clients and your details with advanced search options Our weekly newsletters and newsletter archives Notices and news and how to gain access to register. If you are not registered yet, please visit to start enjoying all the benefits. All you need to do is click on the Financial Adviser tab. This will take you to the landing page of the Financial Adviser Zone, where you can register. [email protected] if you have any queries. 17

18 3. Websites and social media Social media You can use our social media toolkit for financial advisers to build your profiles on three main social networks: LinkedIn, Twitter and Facebook. Here are a few things to remember when using social networks: Before publishing or distributing any pages, profiles or groups in which Discovery s name or Discovery product information appears, these must be submitted to Discovery Marketing for approval at [email protected] You may not use the Discovery logo or any Discovery product logos in any social network or profile without written permission from Discovery Marketing. Discovery cannot be used in the title of your profile or page. You can use the approved, specially designed banners and pictures we have created in the social media toolkit for you as a financial adviser. Advertising your business or services on any official Discovery page (Facebook, Twitter and LinkedIn) is not allowed. Any posts will be immediately reported and removed. Copying Discovery advertising images, Facebook cover page images or profile images on Twitter or LinkedIn is not allowed without written permission from Discovery Marketing. You are not allowed to discuss or share sensitive information about clients, Discovery or any Discovery products. Your profile page, biography and website should not create the impression that you represent Discovery as an employee or in an official capacity. A strong social media presence can add an extra layer to the relationship between you and your clients. It can also support you to produce leads and build your brand online. Here are a few tips to building the best social media profiles: Clean, professional layouts convey professionalism Always use high-resolution images in your profile pictures Fill out your profile information as much as possible nothing says rookie like an incomplete profile page Use our approved cover page images for your Facebook and Twitter cover pages, available in the social media toolkit. 18

19 4. Sponsorships Discovery s approach to sponsorship supports our core purpose of making people healthier and enhancing and protecting their lives. Our science-based wellness programme, Vitality, is the manifestation of this core purpose. In the same way that Vitality helps to make people healthier, our sponsorships give us the chance to work with more people in various activities that promote wellness and health. Discovery sponsorship If you want to receive sponsorship from Discovery, you must submit a proposal and motivation to [email protected]. We will evaluate the proposal and send you feedback within 14 working days. Your request will be evaluated on the following criteria: Aligning with sport activities of mass participation, such as cycling, walks, soccer, triathlon etc. In line with Discovery s strategy to promote an active lifestyle through mass participation Adding value to Discovery and having some form of return on investment Synergy with Discovery s sponsorship and marketing objectives: Create awareness Increase member participation and opportunities Engage sales and distribution representatives and clients. 19

20 5. Wellness Experience A Wellness Day is a fresh and fun approach to help you and your clients learn more about your wellness status and make healthy lifestyle choices. On the day, healthcare professionals administer screening tests like measuring glucose, blood pressure, cholesterol, waist circumference and body mass index. The results of these tests will help identify the health risks your clients and employer groups face. HIV counselling and testing is also available. The benefits for your clients include up to Vitality points for all Vitality members. You may host a Wellness Day at your own cost. There is a six-week lead time in planning this event. How to host a Wellness Day Contact your business consultant, who will guide you through the process with the help of a designated Corporate Health Manager (CHM) Complete the Wellness Day application form in full and send the completed form to the events co-ordinator at [email protected] (this includes a site visit conducted by the Corporate Health Manager) Your Corporate Health Manager will confirm a date from the suggested dates or find an alternative date close to your suggested dates You will receive a reminder from the events co-ordinator before the event Your Corporate Health Manager will assist you with: Invitations, reminders and thank you s Branding Vitality Wellness Centres Your clients can also use Discovery s Wellness Centres across the country. The following tests are available: A Vitality Check HIV counselling and testing Vitality Nutrition Assessment Vitality Fitness Assessment Booking is essential The Wellness Centres operate strictly by appointment only, so bookings are compulsory. You and your clients can book an appointment at any centre by calling from 7:00 to 19:00, Monday to Friday, or by ing [email protected] 20

21 6. Contact details Please contact your business consultant or send a query to [email protected] if you have any questions about our branding guidelines Here s a summary of the contacts available for your support: DiscoveryWare branded items: [email protected] or Office signs: [email protected] Central Stores: [email protected] Sponsorship requests: [email protected] Branding hire or buying: Print room: [email protected] Thank you for your continued effort and hard work in promoting Discovery and our products. We look forward to sharing a long-lasting relationship with you. Failure to comply with these guidelines One of the terms of the business agreement between you, as our financial adviser, and Discovery is that nothing about Discovery can be published without our written approval. If you breach this provision, we have the right to cancel your agreement and follow all legal avenues available. GM_27420DIS_11/11/14_V6 21