build your brand

grow your sales

strategy execution results

build your brand

grow your sales

strategy execution results

build your brand

grow your sales

strategy execution results

build your brand

grow your sales

strategy execution results

build your brand

grow your sales

strategy execution results

Consent

This document may not be copied or shared for commercial use without prior written consent from Jainita Khatri of Prana

Business Consulting.

This document is the intellectual property of Prana Business Consulting and is published with the intention of helping

businesses grow and develop

The Prana Way

Integrated Marketing

• Product

• Packaging

• Messaging

• Media

• Digital

• Website

• PR

• Communication

• Distribution

Think. Feel. Do

• Iterative

• Emotional

• Action Orientation

Moments of Truth

• Zero Moment – when you first discover online

• First Moment – when you see the product on shelf

• Second Moment – when you use the product (promise)

BRAND STRATEGY AND LOGO DESIGN

Prana Business Consulting

What is a brand

• A brand is a promise into which consumers buy.

• A brand is an ideal, a unique message that is wrapped around a product and service.

• It conjures up feelings and emotions in it’s users which if built well, can enhance the purchase experience.

• A brand stands for something to which the consumer can relate or aspire.

What is a brand

• A brand is a powerful and intangible asset.

• Good branding allows competitive advantage, differentiating your product from the mass proliferation of consumer products available.

• People fall in love with brands, not products.

What is the purpose of a brand

• To clarify to the user what the brand and it’s family of products stands for

• To create a lasting impression in the mind of the consumer

• To create an emotional connection with the user

• To build a relationship that goes beyond the physical product, to create loyalty and inspire a sense of pride/community/superiority/coolness (as defined by the brand identity)

The strongest brands in South Africa

Sunday Times Survey Top Brands Survey

Some of the world’s most effective brands

• The most powerful brands have a simple message that consumers relate to

• Winning brands create emotional bonds and responses - consumers immediately associate their names with an emotional experience that almost transcends the products.

Brand Quality conjured in consumer mind

Toyota Reliable

Coca-cola Happiness

Woolworths Quality

FNB Customer first

Google Information

Porsche Quality / fun

Winning Brands

Are championed

by all Pay attention

Are responsive

Change with the times

Move to meet goals

Meet a compelling

need

Inspire loyalty Are

competitively strong

Take a position

Elements of a brand

Brand

1. Brand Strategy

2. Brand Purpose

3. Brand Identity

4. Brand Personality

5. Brand Logo

Elements of a brand Element Description Example

Brand Strategy The thinking and intent behind all elements in building the brand, including the long term goal of the brand

Pampers nappies brand strategy is to keep babies dry and healthy so they can grow

Brand Purpose The reason why the brand exists Eskom’s brand purpose is to provide electricity to all South Africans

Brand Identity All elements associated with the brand including brand colour associations, product smell, corporate image, PR campaign

Coca-cola’s identity is red and there is a strong resonance of fun and frivolousness with the brand

Brand Personality The characteristics of the brand, which allows consumers to connect with it

Chanel is a sophisticated seductress Sony is reliable

Brand Logo The symbol which represents the brand Strong ones are instantly recognizable e.g. the MacDonald’s arches

A bit more on Brand identity

• Brand identity is tangible and appeals to the senses

• Brand identity increases awareness and builds businesses

• Visually, attractive packaging using bright colours and clean designs mesmerises people, captivating them and enhancing their brand relationship

The senses, your brand and product Sense Description Example

Visual Appeal Design of the product, the logo and the associated elements appeal to the senses, the first trigger to the emotion – driving sales if there is a pleasant association

The shape of a bottle of Coke The Nike swoosh

Smell The smell of the product itself. Smell is the most powerful of the senses, and research and investment into a suitable perfume can add enormous value to the consumer’s experience

Many air fresheners are designed to represent the smell of morning rain, which is very appealing to consumers

Feel The feel of the shampoo on your hair and skin The feel of leather seats enhances the driving pleasure of certain brands.

Sound The sound of the product bottle open and closing. Sounds associated with the product if used in brand identity or personality definitions

The BMW (dong dong) sound is synonymous with the brand. So is the sounds of Windows on a PC – inspires loyalty and creates reminders.

Taste NA NA

What is a Brand Logo

• The logo is the visual representation of what a company is

– “the first impression of a company is often its name and logo” (Selame 1988)

• The logo is the base element in a corporate or brand identity

• A logo is a graphic link to the message that a brand promises and communicates and the relationship a company can develop between its brand and its customers

• Very strong brands are now called “Love marks”

Purpose of a logo

• The logo is the point of entry to a brand

• The logo is the mental image of a brand, it is the fastest way for a firm to be recognized

• A logo by itself is not a brand, but a brand without a logo is incomplete

• Well-designed logos communicate the company behind the brands they identify – Central to creating positive images in consumers’ minds

Elements of a logo

Logo

Simplicity

Imagery

Colour Printability

Consistency

Elements of a logo Element Description Example

Simplicity The logo is an instantly recognisable facet which represents a company or it’s brand. Passing consumers should be able to see it on a billboard and not think too much – the association needs to be immediate and powerful.

Google

Imagery The imagery needs to be simple and concise. Anything superfluous must be removed from consumer brands. The consumers must be given no room to interpret.

Nike swoosh

Colour Colour is very powerful and convey different meaning (also different meanings in different cultures) – see over page. Use colours that have simple pantones

MTN yellow

Printability Easy to print on various media to allow for many variations over time (e.g. packaging, posters, promotional material, decals, metalwork etc)

NA

Consistency All elements of the brand should always adhere to a set standard and protocol. If not, this becomes confusing to customers. Repetition is key to remembrance

Vodacom/Vodafone is an example of consistency badly executed

The importance of colour

"Colour is a sensation and not a substance."(Friedman) And sensation runs within us, unlike products that run without.

• Products that transform into appealing sensations are the ones that win.

• Colour is about conveying crucial information to consumers. “Colours trigger very specific responses in the central nervous system and cerebral cortex. Once they affect the cerebral cortex, colours can activate thoughts, memories, and particular modes of perception. This arousal prompts an increase in consumers’ ability to process information.” (Gobé 2001)

• Properly chosen colours obtain a more accurate understanding of the brand and provide consumers a better recall of the brand.

• The effect of colours arises both from cultural connections and physiology, and these influences are enforced by one another.

The importance of Colour

• Colours with long wavelengths are arousing. Red is the most stimulating colour that will attract the eye faster than any other.

• Colours with short wavelengths are soothing. Blue actually lowers blood pressure, pulse, and respiration rates.

• Yellow is in the middle of wavelengths detectable by the human eye. Therefore it is the brightest and easily attracts attention.

• Green implies nature.

• Gray communicates “utilitarian” and “standard” identity

• Colours like orange or tangerine symbolize fun and excitement

Colours

Characteristics of successful brands

• Consumers (and not marketers) own emotional brands - brands speak to the mind and heart

• Brands give consumers identity, and enrich their life experiences

• “Brands have become an aura, an invisible layer of meaning that surrounds the product through emotional connection”

• Brands that evoke emotion are ones that people can’t live without. Take a brand away and people will find a replacement. Take an emotional brand away and people protest its absence

• Logos are simple and clear. They strongly communicate all elements of the brands identity

CHECKLIST: BUILDING YOUR BRAND STRATEGY AND EVALUATING YOUR LOGO DESIGN

Prana Quick Guide

Elements of a brand

Brand

1. Brand Strategy

2. Brand Purpose

3. Brand Identity

4. Brand Personality

5. Brand Logo

Elements of a logo

Logo

Simplicity

Imagery

Colour Printability

Consistency

Check-list: Brand Strategy

Answer these questions to help define your brand strategy

• What is the long term vision of the brand?

• What are the objectives of the brand?

• Where will you sell the brand?

• Who will endorse the brand? (associations or persons)

Check-list: Brand Purpose

Answer these questions to help define your brand purpose • Why does your brand exist?

• What gap does it fill in the market place or is it a

replacement/addition?

• What makes your brand different to similar ones in the market?

• What makes your product line up different to others in the market place?

See attached worksheet for full breakdown

Check-list: Brand Identity

Answer these questions to help define your brand identity

• How do you intend communicating your brand’s message

• What colours do you intend to use and why?

• What does the symbol associated with your brand convey? Why

• What quality of packaging do you intend to use? Why?

• What corporate messaging do you intend using? On website, brochures etc

• What type of models do you intend using on promotional material

Check-list: Brand Personality

Answer these questions to help define your brand personality • If your brand were a famous celebrity, who would it most likely be?

– Which characteristics stand out? Why? – Which characteristics appeal to most consumers? – Which characteristics are not likely to appeal to consumers? Why?

• Describe some of the characteristics of your brand (eg. brave,

trustworthy, fun etc)

• Is your brand male or female? (e.g Blackberry is male, though has many female users)

See attached worksheet for full breakdown

Check-list: Brand Logo

Answer these questions to help define your brand logo

• Does your logo have a clear image?

• Is the design simple?

• Are the colours suitable to the target market?

• Will it stand out against competitor brands?

Check-list: Brand Logo

• Are the pantone colours easily replicable

• Can it be reproduced in black and white?

• Does the logo print well

• Check with a few friends or potential customers how they feel when they see your logo

Preferably do qualitative research to verify your thoughts so bias does not creep in and influence results

“There is only one profit centre, and that is the customer” – Peter Drucker

Jainita Khatri and Chiquita Patrizi Mobile: +27 83 414 9796 Email: jkhatri@pranabusinessconsulting.com www.pranabusinessconsulting.com Twitter ID @PranaBusCons

build your brand

grow your sales

strategy execution results