about branding / controlling your brand / our process · 2018. 1. 4. · our ﬁrst step is to...

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What is Branding?

SPLASH MEDIA GROUP / BRANDING | P.2

Branding is one of those marketing terms that can be confusing. To put it as simply as we can:

Branding is your business’s perceived personality.It’s important to highlight the word “perceived”, because your Brand is not about what YOU think your business personality is, it’s what OTHERS think.

Your brand is defined by people’s interactions with your business / organization. This includes customers, client’s, partners, suppliers, etc. ... even staff. These interactions help define an overall “experience” with you and builds your reputation.

This means that EVERY interaction, or touchpoint, is part of your brand. Branding is then, EVERYTHING you do, or say.

Brand Foundation


Typically the starting interaction, or touchpoint, with any business is your business name, your logo, your marketing / advertising, your corporate stationary, etc. We call this your Brand Foundation and is what most companies use our services to help build and groom for them.

Your logo, or ‘Brand Identity’, identifies your business visually. Like your fingerprint or your personal name, this is only a small element of who you really are. A strong Brand Identity is one which starts the conversation about you, or captures who you are, and communicates effectively to your target market.

Your Visual Identity is visual enhancements, used in a consistent manner, that help form a perception of your business. We explain this in a visual sense, however for those companies who use audio as a main form of marketing, Branding can also be executed in this media as well.

Splash is involved in all of our customer’s brand in a variety of ways, but primarily we first define your brand (how you want to be perceived) ... identifing your target audience ... aligning your brand with your audience ... build or massage a brand foundation that properly represents who you are. These steps start your initial interactions off in the best way possible and lay the groundwork for all of your additional interactions (or touchpoints) to align.

What’s thedifference between ...Advertising:You’re selling your product at a Farmer’s Market, along with your colleagues, and you see a potential customer. One of your colleagues goes up to them and says, “He has the best carrots in the North”.

That’s advertising.

---

Marketing:You see a potential client at a Farmers Market. You go up to them and say “I have the best carrots in the North”.

That is Marketing.

---

Branding:You see a potential client at a Farmers Market. They come up to YOU and say, “I hear you have the best carrots in the North”.

That is Brand recognition.


Consistency creates results


One of the most basic marketing fundamentals is “consistency”. If Branding is your business’ personality, then the consistent use of your Brand will help present your business with the outcome you are looking to achieve. Without consistency, your marketing will simply fall into the saturated mix of many others and your overall Brand profile will suffer.

The second key element to a successful marketing strategy is “frequency”. If you are consistent about your message / look and say it enough times, people WILL remember it and connect with it. There are many ways to raise your frequency level in the marketing world, and consistency within your marketing material is one of them.

Consistency + Frequency = Marketing Success

Proof in the power ofconsistency.


If we think of a Brand like a well known TV character, you will start to understand how everything you do helps to define who you are, as well as consistency cementing an impression of you.

Close your eyes and think of well known TV character George Costanza from Seinfeld. Quickly describe how he looks, how he talks, what makes him unique, his quirks, etc.

George is a character that carries a well defined brand and the writers of the show consistently portrayed him for nine seasons. From his appearance, his cheapness, his stubborness, his playful aggression ... his entire character remained true throughout the show. All of these character traits being portrayed in every show, carefully and consistently have engrained who George is to us all. Now when we think of him, we immediately have an impression of him ... good or bad.

Brand is a collection of business traits, voices, beliefs and aesthetics. If you are not grooming them, or in control of them, they can easily be telling the wrong message to your audience.

Are you in controlof your Brand?If you are not thinking “Brand”, working to groom your Brand on a consistent basis, and encouraging others to be doing the same within your business, then there is a good chance that your Brand perception is not what you may want it to be. It can be surprising sometimes, to find out what that perception really is.

If Branding is other people’s experience of you and the perception they have created, then we need to look at some of the very beginning interactions you have. This starts right from your business name, and visually your Brand Identity (Logo), Visual Identity (graphic structure supporting your logo), and the various marketing materials you have (like business cards, letterhead, brochures, etc.).

Have you asked, “what is the desired experience you want people to have when interacting with your business, your product(s), or the service(s) you are offering?”

Every Brand grows and develops over time. It’s very important to be in control of your Brand so you are always portraying the image you want others to perceive. What companies like Splash Media Group can do, is start your business / organization on the right path, help you communicate effectively, and help you groom your Brand in the future.


Our steps to buildingyou a proper foundationAt Splash, we are firm believers that you build, strategize, market and advertise from a solid foundation. In order to build your foundation we need to address the following:

IDENTIFY, ALIGN AND BUILD YOUR BRAND:Our first step is to identify your Brand. We do this by having a complete understanding on who you are, what you do, how you are communicating now, what your customers currently think of you and identifying what your customers are expect from you. With this information we can build where your current Brand is and what we need to do to align it so you can connect and communicate with your target audience more effectively.

BRAND ASSET REVIEW:Splash will do an asset review to see if everything aligns with your final Brand strategy. If they are not, we would recommend changes to help them align. This could include: business name, logo, visual identity, website, corporate stationary, business environment, etc. Whatever those core, common and everyday assets are that communicate to your outside audience.

We strongly recommend that you build and solidify your Brand foundation first, before moving into any type of advertising campaign.


The visual sideof Branding

Headline: Creative approach pushing you to read more

Body Copy: Adding onto the headline, quickly giving more thorough information

Brand Identity: Your unique and identifiable logo

Strong Photography: A photograph that captures who you are, enhancing your message and Brand

Slogan / Tag-line: Not always needed, but should fit with your Brand Profile and help explain your strengths

Visual Identity Element: Unique logo that is progressive

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Brand:All of these elements work together to give the audience animmediate impression of Scouten Engineering. Their professionalism and the creative solutionsthey bring to the table.


Thinking beyond.

S T R U C T U R A L A N D C I V I L E N G I N E E R I N G

Helping makethe impossiblepossible.We are a solutions driven team who havebeen providing 20 years of engineeringexpertise throughout western Canada.

scoutenengineering.com

Our WorkWe’ve done a lot of talking about what the

elements of Branding are, and what Splash

can do for you. Now we get to give you a

quick taste on what it looks like when visual

consistency is executed effectively.

The following pages showcase some of our

work, highlighting the Branding process at

various levels, for various industries. You will

see consistency in logo, visual identity,

colour, typography, treatment of images,

and more, to present a strong visual brand

for each of these clients.


Brand Identity


Your logo, or Brand Identity, is the single most important marketing element to your business and is an integral part of your Brand Profile. It’s a symbol of your company, provides that visual first impression, and gives your business the credibility and professionalism it deserves.

To help explain this a bit further, think of a logo as a person. You are known by your name - John, Sarah, etc. - not a physical description of yourself (the guy with red hair and freckles), and not a description of your personality (the bubbly girl who always has a smile on her face). In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognizable and memorable.

A strong logo that communicates well can project an image of stability, strength, prestige, and comfort that your potential clients need to feel in order for them to believe in you.

icon + wordmark

Visual Identity


Unfortunately your logo is just not enough to help tell the story of who you are and what you do. It is also not enough to help differentiate your marketing material from other companies. The next step to a strong Brand Profile is your Visual Identity.

This is an extension of your logo that includes a unique graphic structure to your marketing material, and then used in a consistent manner. This can include font usage, use of colour, graphical structure, unique graphic treatments, etc.

Splash Media Group can create a unique Visual Identity for your business and with our process we create mock-concepts to show how this can be adapted to various media sizes. The goal is to create a visual structure that complements your company and helps all your marketing material work together as a unified team. There is similarity and a consistent flow from your business card ... to your brochure ... to your website ... to your television commercial ... even to signage within your business environment.

Although your Visual Identity still will not tell a complete story of who you are and what you do, it is a consistent beacon that helps separate your marketing material from others. This is one of the most important steps in creating a solid Brand Profile.


CLIENT:

LOCATION:

PROCESS:

OUTCOMES:

KAWANO FARMS

PRINCE GEORGE, BC

- BASIC ENGAGEMENT

- RESEARCH

- BRAND IDENTITY (LOGO)

- VISUAL IDENTITY

- WEB DEVELOPMENT

- VARIOUS MARKETING MATERIALS


CLIENT:

LOCATION:

PROCESS:

OUTCOMES:

REGIONAL DISTRICT

OF FRASER-FORT GEORGE

VALEMOUNT / MCBRIDE & MORE, BC

- RESEARCH

- DISCOVERY PROCESS

- ENGAGEMENT PROCESS

- FOCUS GROUPS

- EXTENSIVE MARKETING PLAN

- VISUAL IDENTITY

- WEB DEVELOPMENT

- PHOTOGRAPHY

- VIDEO



CLIENT:

LOCATION:

PROCESS:

OUTCOMES:

FORMULA CONTRACTORS

PRINCE GEORGE, BC

- BASIC ENGAGEMENT

- RESEARCH

- LOGO EVOLUTION

- VISUAL IDENTITY

- WEB DEVELOPMENT



CLIENT:

LOCATION:

PROCESS:

OUTCOMES:

CHINOOK COVE GOLF & RV

BARRIER, BC

- RESEARCH

- QUICK DISCOVERY PROCESS

- LOGO EVOLUTION

- VISUAL IDENTITY

- WEB DEVELOPMENT

- PHOTOGRAPHY



CLIENT:

LOCATION:

PROCESS:

OUTCOMES:

MDG GROUP OF COMPANIES

SPARWOOD, BC

- RESEARCH

- DISCOVERY PROCESS

- ENGAGMENT PROCESS

- LOGO EVOLUTION

- SUB BRANDING

- VISUAL IDENTITY

- WEB DEVELOPMENT

- PHOTOGRAPHY



CLIENT:

LOCATION:

PROCESS:

OUTCOMES:

SAULTEAU FIRST NATIONS

CHETWYND, BC

- RESEARCH

- DISCOVERY PROCESS

- ENGAGMENT PROCESS

- COMMUNITY CONSULTATION

- LOGO EVOLUTION

- VISUAL IDENTITY

- WEB DEVELOPMENT


Our ProcessSplash Media Group strongly believes in learning about ourclients from their point of view, and from your customer’s pointof view. This gives us the insight we need to help develop yourBrand effectively. The Splash process for much of what we do is:

Comprehend » Collaborate » Create

ComprehendSplash takes the time to fully understand where you currently are,your goals and aspirations that you want achieved, and the specificneeds of your business to move forward.

CollaborateOur approach is to collaborate with you, as well as internally as a team,to generate quality outcomes. We use curiosity and strategic thinkingto question, consider and map a focused, yet creative, path.

CreateWe then use creativity and experience to design a stunning productthat functions flawlessly and communicates with strength and flare.



Our Process ... continued

Splash can help you develop your Brand, or help explain your company’s personality, by capturing it in the form of a Logo / Identity, complementing it in the form of your Visual Identity and then helping you implement it effectively.

Splash can also help ensure these elements are consistently used on all your marketing material, plus we can even help you communicate in the correct tone through proper photos / video and proper copywriting. All of this helps present your business in a consistent, positive manner. Your company’s Brand is then ready for you to groom further.

Discovery / Engagement / ResearchSplash has developed a multi-step process that helps us understand your business, your goals, where you currently sit within your market place, where you would like to be, and much more. This helps us get down to the fundamentals we need to help assess your company today, and move you into a stronger aligned Brand path for tomorrow.

Understanding DocumentOnce all of our steps are complete, we will present an Understanding Document to you with our findings. This document will confirm we are on the right path and lay the groundwork for us moving forward.

Brand Identity Evaluation / CreationOur next step is to evaluate, and if necessary, start the evolution (or creation) of your Brand Identity / Logo.


Our Process ... continued

Visual Identity Evaluation / CreationIf you already have a Visual Identity, our second step is to evaluate it and then evolve it to compliment your new Brand. If you don’t currently have a strong Visual Identity, we use our findings and create a new graphic structure ... something unique, identifiable, appealing to your target audience, and compliments your Brand effectively.

Brand PresentationWe then present your new Brand in a presentation, outlining our findings, showcasing your new visual Brand, and outlining the synergy of everything.

Brand ImplementationOnce your visual Brand is complete, we work with you to implement it throughout your business, with a plan to suit your budget and timeline.


Be cautious of TouchpointsWhat are TouchpointsBrand touchpoints are ANYTHING that presents your business to others. All interactions, all marketing initiatives, all advertising ... everything.

If Branding is your ‘business personality’ then you need to be cautious of all your touchpoints and if they are presenting the message you want them to be.

Some examples of Touchpoints are:

Website Business Cards Letterhead Brochures BlogsEmails Email Signatures Advertising Elevator Pitch Press ReleasesTV / Radio Social Media Clothing / Uniforms Networking EventsSignage Promo Items Staff Invoices Telephone GreetingsTradeshow Product Packaging Professional Gifts Mail ProposalsVehicles Photography Interior Design Staff Interactions Lunch Room Material

This can seem very overwhelming and would be if you felt you needed to implement it all immediately. Your Brand and the development of it will take time. We build a solid foundation, work with you to implement it and then groom it.


Groom your BrandSplash Media Group will start you on the right Brand path, but you will need to be a big part in cultivating it.

Always be cautious of what you are saying and how you are saying it. Will it be a proper representation of your business? Does it help capture and promote your personality?

Be consistent on everything! Make sure that your brand elements are always used and never compromised. Choose a path and stick with it. It will pay off in the long run.

Cultivate from within. If your brand is a reflection of your business personality, then this personality starts from you and your staff. Ensure your staff understand and embrace the direction. Some even bring their brand elements into their business to help cultivate the company culture, and some create internal marketing material to help drive brand elements.

Promote yourself as often as you can. For some who have a healthy marketing budget this may not be an issue. For those of you who are growing your company this means that you need to utilize what you can afford to create as much frequency with your target market as possible.

SPLASH MEDIA GROUP INC.

PRINCE GEORGE: Suite 200 - 1777 3rd AvePrince George, BC V2L 3G7

KELOWNA: 737 Coronation AvenueKelowna, BC V1Y 7A4

www.splashmg.ca

about branding / controlling your brand / our process · 2018. 1. 4. · our ﬁrst step is to...

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