brand brand brand
TRANSCRIPT
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia – free for
personal use only; no part of this document may be reproduced or
used for other purposes without prior
permission of the author or CDF
BRAND brand bRaNdWho are you?
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
Definitions We often hear the term ‘Branding’ but what really
does it mean? Is it the LOGO, is it the advertising jingle, is it a slogan or a Mission and Vision statement? Well, it is really ALL these things and more, so lets take a look:
SOME DEFINITIONS A brand is a "Name, term, design, symbol, or any other feature
that identifies one seller's good or service as distinct from those of other sellers." https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B
See also: The MASB Common Language Project. http://www.themasb.org/common-language-project/ http://en.wikipedia.org/wiki/Brand
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
Definitions A brand is a “A brand is a customer experience represented by a
collection of images and ideas; often, it refers to a symbol such as a name, logo,
slogan, and design scheme. Brand recognition and other reactions are created
by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary”
https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B&dLetter=B
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
Avoiding Conflict A brand name is very important, not only does it need to
be memorable, it should capture the emotion and reflect the image and value of your business, your Customer Value Proposition, but it should also be ‘unique’
BEFORE you go investing money and time in creating all your brand paraphernalia, make sure the name you have chosen is available and not already registered in the country(ies) you will be operating in – especially if that name already belongs to a strong brand. Register your COMPANY NAME Register any TRADEMARKS or BRAND NAMES You can now search online for names http://www.rocip.gov.lc/stlucia/default.aspx?UR=https://www.google.com/
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
What’s in a name?Ok, so you have a great product, but what should you call it?
Let’s think again about some iconic brands
Apple Steve Jobbs had just come back from an apple farm, and thought the name sounded “fun, spirited and not intimidating”Microsoft a combination of ‘microcomputer’ and ‘software’Nike The Greek Goddess of VictoryCoca-Cola The drink originally contained coca plant extract and it was a ‘cola’ – they felt the two Cs would look good in displayToyota was founded by the Toyoda family: "Toyoda" uses 10 Japanese strokes to write while "Toyota" only 8, a number considered lucky in Japanese culture, so "Toyota" became the company's name.
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
What’s in a name?Target their team debated more than 200 possible names but the final name was chosen because “As a marksman's goal is to hit the center bulls-eye, the new store would do much the same in terms of retail goods, services, commitment to the community, price, value and overall experience” https://corporate.target.com/about/history/Target-through-the-years
Macy’s Originally R. H. Macy & Co. was a long-established store; the name was stylized as Macy's – more catchy to the eye and ear.Louis Vuitton Wikipedia says, “When Napoleon assumed the title of Emperor of the French in 1852, his wife hired Louis Vuitton as her personal box-maker and packer. This provided a gateway for Vuitton to a class of elite and royal clientele.” He was famous, his name was famous, therefore calling his business and products after himself made them instantly recognizable, valuable and desirable.
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
What’s In A Brand Symbol BRAND: "Name, term, design, symbol, or any other feature
that identifies one seller's good or service as distinct from those of other sellers." https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B
What do you notice about all of these ‘brand symbols or logos?
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
Only a few of the famous brand symbols – logos – show a picture of what the product is!
What’s In A Brand Symbol
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
What’s In A Brand Symbol None of the MOST famous brand symbols – logos –
show a picture of what the product is A good logo EVOKES EMOTIONS or gives a
FEELING The question you need to answer before you design
a logo is: What are the EMOTIONS and FEELINGS that will
make my customer want to buy my product Once you have identified that, you can then ask –
what SYMBOL can I use that will represent this well?
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
What you need to know From your market research and developing your
value proposition you can find out:Who your target market isWhat feelings and emotions your product
evokes in people – and what benefits will make them BUY it
What colours people associate with this feeling – note this will vary according to cultures and markets, so go with your main market
What type of shapes and fonts (typefaces) evoke the same feelings
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
What you need to know From your colours, typefaces and shapes that are
associated with the feelings your product evokes, combined with understanding your target market’s tastes, you can develop
Brand Colours Logo
And variations – eg vertical and horizontal, with words, without…
Additional brand elements Complimentary colours to form backgrounds in
various uses – shops, displays, web… Set of typefaces for all company uses Graphic elements – shapes, textures, image types
that compliment your brand
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
What you need to know Beyond the LOGO and Brand Colours
First a ‘tagline’ is very useful – a short phrase that people remember – eg ‘the quicker picker upper’ ‘Sa nou menm’
But this often comes after you have considered some other key elements of your brand such as
What the key elements of your customer service will be
• Will you customize?
• Will you deliver?
• Will you guarantee quality?
• Are you always on trend?
• Are you classic and traditional?
• Nationalistic?
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
What you need to be Be Clear –
This is your first priority: Clever / Catchy are great, but only if you are first clear
Be Different We can’t all be better, but we all need to be different in some
way even if you make the exact same item as someone else, there is
something in your brand that you can differentiate yourself with
Be Sure Don’t say you are something you are not or that you aren’t sure
you can deliver onFocused branding may seem like cutting out potential market
share, but in reality being sure who your market is, helps your core tribe to find you and belong with you
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
What you need to bewww.ducttapemarketing.com says
Branding is the art of becoming Knowable (easily recognizable & CLEAR)Likable (you click with the emotions in your
specific way - DIFFERENT )Trustable (you live up to your brand - SURE)
Take the time to create the RIGHT branding, ESTABLISH it thoroughly and make sure you STAY WITH IT!...
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
Until you REBRAND! When and why should you re-brand?
The only thing that is constant is change
While you should expect to stay with your brand for a very long time, there are circumstances that warrant a rebrand as things are constantly changing
If the market has changed significantly Eg the market demands you are Eco
friendly or socially conscious
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
Until you REBRAND! When and why should you re-brand?
The only thing that is constant is changeIf your business has changed
significantlyEg you are launching a new eco-socially
conscious product or have merged with, taken over another business/ restructured
If you started without a really professional brandEg you have expanded and now need to
have a more professional image – this may be a full re-brand or developing new elements such as improved packaging, full colour sets, typesets etc
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
When and why should you re-brand?The only thing that is constant is change
You are entering a market that has a different cultureYour colours may be wrong, name may
mean something else…packaging may need to be recyclable etc
Competition has become too tight and you need to stand out moreGenerally any good product will
eventually have competitors, you may need to create a new brand to establish your uniqueness
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia – free for
personal use only; no part of this document may be reproduced or
used for other purposes without prior
permission of the author or CDF
COLOUR A powerful tool
We not only learn spoken and written languagewe also learn visual languages
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
The importance of Colour We all have ‘favourite’ colours – early on in life, as young
kids, we develop preferences for certain colours; some of these are very personal, some are from more general societal and cultural associations. PINK for girls, BLUE for boys, is one we are all familiar with
So the colours you use in your BRAND LOGO and SYMBOLS and all your branding elements are very important and MUST speak clearly to your TARGET MARKET in the EMOTIONAL way you have determined will be MOST LIKELY TO DEVELOP in them a BRAND LOYALTY
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
COLOUR
PinkPurpleDark BlueLight Blue
What do the following colours bring to mind for you?
Dark GreenLight GreenYellowOrange
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
What do the following colours bring to mind for you?COLOUR
RedGoldSilverWhite
BlackGrayBrown
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
http://collectiveindustries.co.uk/8998/branding-colour-psychology/
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
http://visual.ly/what-colors-mean-different-cultures
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
Another visual language is that of and shapes What do these bring to mind?
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
When we combine SHAPE and COLOUR SO much can change and even more if we just flip the
shapes
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
LINE is another visual language toolConsider how these make you feel
What do you think each one could be used to represent?
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
Sh ape sUsing this language can create a message – lets see if this logo design and associated elements speak your languageWhat do these shapes and colours bring to mind?
http://www.firedog.co.uk/thinking-space/news-opinions/creativity/going-viral-with-the-society-of-general-microbiology/
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
Sh ape sWhat do these shapes and colours bring to
mind?
http://www.firedog.co.uk/thinking-space/news-opinions/creativity/going-viral-with-the-society-
of-general-microbiology/
Did they make you think of nature?
Did you see the ‘M’Bugs?
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
TOSCA
Textures can also evoke feelings and create an image in a customer’s mind – What do each of these say to you?
http://depositphotos.com/
http://www.dafont.com/tosca-zero.font
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
TEXTURECaution should be exercised
when incorporating textures into logos in particular as when reduced to business card size, some printing methods will not be able to reproduce the details
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
TEXTURE
Think of what these textures make you feel? What do they say?
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
TEXTURE
Think of what these textures make you feel? What do they say?
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
Sh ape s and
TEXTUREThe combination of shape, colour and texture combinations also sends strong messagesThe 3 examples below all create different feelings in the people who see them
Author:Finola Jennings Clark
for the Cultural Development
Foundation, Saint Lucia
cdfstlucia.org
Summarizing Branding Elements that fit the emotions and market
sector you are targetingCOLOURSSHAPESLINES TEXTURESWORDSCUSTOMER SERVICECOMMUNICATIONS