Building a brand

Jennifer Fox

© 2015 Reed Business Information Ltd

• A perception of the promise we make to customers, employees and other stakeholders

• Something that lives in the hearts and minds of audiences before, during and after any transaction with our products or services

• An encapsulation of the spirit at the heart of our purpose, mission and values

• Symbolised by our name and logo, not dependent upon it

A brand is:

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Agriculture branding project

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Building a global business ‘umbrella’ brand and an ‘umbrella’ for the data business

© 2015 Reed Business Information Ltd

The building of the data brand

The pre-launch process

• Create the brand persona through branding workshops with internal stakeholders and customers • Expertise in Customer Insight team

• Agree on the name• Collaboration with stakeholders

• Represents the brand essence

• Work with designers to create the visual identity. The creative process involved• Brainstorming a visualisation matrix to help give visual cues

• Coming up with themes and key messages to support the proposition

• Researching imagery and creating mood boards

• Creating logo concepts

Important: Stakeholder agreement at each stage

© 2015 Reed Business Information Ltd

A brand that communicates our valuesA brand that sets us apartA brand for the future that will work across sectors

Brand bullseye

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Trademarking

• A key step in developing a new brand, the RELX team:

• Carry out searches in relevant classes and geographies

• Provide a full report on their findings covering• Ability to register

• Trademark and domain name availability

• Advise on changes required to meet criteria for registration

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© 2015 Reed Business Information Ltd

Brand architecture conventions

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Branded house

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Shared house

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House of endorsed brands

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House of brands

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A brand campaign

• Communicates the brand values & promise, not about products• Shows commitment to the audience• Builds the emotional connection• Tells the story over a period of time

XpertHR US example:

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Some tips…

• Work with the right agency• Do your research – internal and external• Follow the proven methodology• Ensure stakeholder alignment• Think of the future