Creating a strong brand

September 2017

Purpose of today

• Creating a strong brand

• Benefits of creating a strong brand

• Rebrand status

• Application in the North West

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We love our brandsSo much choice!

• We use brands as short cuts to making decisions.

Successful brands have:

• Ways of doing things that we instantly recognise and expect

• A distinctive look, feel and tone of voice.

And their logo becomes an instantly recognisable symbol

of what to expect from the brand

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Our favourite brandsSymbols and wordmarks - 5 minute quiz

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Symbols

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Symbols

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Symbols

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Symbols

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Symbols

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Symbols

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Symbols

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Symbols

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Symbols

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Symbols

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Typography and colour

Wordmarks can distinguish the brand and aid its identification

• The style of the font can convey the character and tone of the business.

• Colours are powerful, linked to emotion and sensation

They play a significant role in our purchasing decisions.

Our brain recognises colour before we read a word15

Wordmark example

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How memorable is a wordmark design?

We have changed the names

behind some very well known wordmarks

Can you still recognise the business

by the font, colour and design of the mark?

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Wordmark

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Wordmark

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Wordmark

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Wordmark

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Wordmark

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Wordmark

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Wordmark

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Wordmark answers

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How to create a strong brand

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How do brands become successful?

Golden Rules of Brand

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The golden rules of brandGreat brands

delight people

Fiona Ross,

Virgin

Global Brand

Team

Brand

Vision

Great brand

experience

Clear, relevant

and memorable

Emotional connection

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What is a brand?

A brand is built around 2 ways of seeing:

1. The business -who we are, what we do and how we do it

2. The customer -their experience, perception and future expectations of your brand

The Promise:

What’s inside the business

Customer expectation

Customer experience

Brand reputation

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Business Promise Our Reputation

Consistently

delivered

Research,

adjust, innovate

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Benefits of creating a brand

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Why create a brand?

It is impossible to avoid

creating a brand,

so create an intentional one..

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4 major benefits of creating a brand

1Differentiation

2Connecting with people

3Added value

4Signifying change

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1 Differentiation

• Create a rewarding and memorable experience across every manifestation of the brand – from shop window to advertising and web site.

• Be distinctive and clear about what you stand for and what you offer.

Branding makes it clear why your product or service

is better than any other on offer.

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2 Connecting with people

• People build loyalties to all types of product and services and swear by them – cars, clothes, foods.

• Loyalty means repeat business

• They become ‘trusted brands’.

Brands connect with people emotionally, culturally, economically.

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3 Added value

• Status: designer hand bag:

“It’s buying into a dream, an aspiration.. it says I’ve arrived”

• Reducing risk: technology

“Nobody was ever fired for choosing IBM”

• Belief: luxury face cream

“Customers will pay more for exclusivity and a brand they believe in”

Brands create value by adding an emotional significance

that exceeds their actual value.

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• New approach to market

Organisations use branding to signify change:

e.g. change of ownership, change of direction, change of market

• Globalisation

4 Signifying change

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The Swim England brand

Why the ASA has rebranded

Will be more attractive to sponsors looking for suitable association and partnership

To create a clear, relevant and memorable brand that connects with our audiences.

Will help to raise visibility amongst key audiences and support the industry

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Discipline logos

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England Talent logos

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Regional logos

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Swim England regions using the new identity

Affiliates logos

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Learn to Swim Programme – ASA

Pre-School Swimmer Learn to Swim Aquatic Skills

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Learn to Swim Programme – Swim England

Pre-School Swimmer Learn to Swim Aquatic Skills

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How to create consistent branded communications

1. Tone and way of writing: clear, straightforward and approachable

• Short sentences, write naturally

• Positive and collaborative language,

avoiding jargon and acronyms

2. Photography and images: more immersive

• Capture the energy, spirit and diversity of our disciplines and participants

• Bring our viewer into the water and into the story – to be part of the experience, not

observing from a distance53

New brand guides

Example photography

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Example photography

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What the identity means for regions, counties and clubs

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Benefits of the new identity

Clear, meaningful,

relevant identity

Unifies us alland

gives star billing to our sports

Acts as a catalyst

for change

Links with national promotions such

as Disney’s Finding Dory

Consistency: boost awareness

and understanding

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Regions

How we are helping with the adoption:

• marketing proposal, fact sheets and updates

• regional brand guides, range of region and discipline logo formats and graphic wave elements

• regional templates including : Word, PowerPoint, digital stationery and email

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Creative support

1. Regional and discipline logos

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Creative support

2. Brand identity graphical elements

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3. Regional brand guides with example applications

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Creative support

4. Regional templates: PowerPoint, e-letterhead, word documents

Plus creative support to design stationery, certificates and other widely used items.

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Creative support

Counties and clubs

New affiliated logos and guides were sent out to all affiliated

counties, clubs and organisations in April 2017

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County and club logo usage guides with example applications

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Creative support

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What about costs to replace old collateral?

We recommend a ‘replenish’ approach.

• Forward planning is easier

• Allows budgets to be used in the most effective manner.

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Swim England North Westpresented by David Burgham

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November 2016 Clubs and counties consultation

January 2017 Swim England brand presentation

April 2017 Corporate branding discussed

April/May 2017 Working party - kit agreed

May 2017 Strategy 2017-2021 launched

Sept 2017 Club investment fund launched

Pop up banners, regional kit ordered

Certificates – YVP, Aquatic Awards

March – October 2017 Website under construction

Brief timeline

Pantone 2905C Pantone 7704C Pantone 485C

Technical Officials • white polo shirts

Volunteers and

Young Volunteer Programme • regional blue polo shirt

Staff, Board members,

Team Managers • regional red polo shirt

SWIM ENGLAND NORTH WEST

Aquatic Awards 2017

Volunteer of the Year

Winner

Shaun Winstanley

David Burgham

Regional Chairman Date: September 2017

SWIM ENGLAND NORTH WEST

This is to certify

Completion of the Young Volunteer Programme

Awarded to

Kiera Hall

David Burgham

Regional Chairman Date: September 2017

Thank You

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Thank you

for your time today.

Contact:

Karen Williams, Head of Brand Marketing

karen.williams@swimming.org

tel: 01509 640343

Any questions?

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Appendix

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Brand awareness measures

National tracker survey

• New identity live in April 2017 – current score is 12%

Brand influence on social media

• The Klout Score - is a number between 1-100 that represents your influence. The more responses you get to your shared content, the more influential you are and the higher your Klout Score.

• Swim England’s Klout Score in Sept was 68.

• Tom Daley is 81 vs Virgin Active 51

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FontsPrint

Panton• Licensed ‘true font’ and you may incur a cost for the license

• Costs around £150 for full suite of 36 font weights, icons and up to 5 licenses.

Arial • Free – standard on all computers

Online

Ubuntu

• Recommended for the web – this is a Google free font.

Using Arial and Ubuntu

fonts means

Regions can adopt the

identity at no cost.

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Why have a ‘true font’ as an option?

Font design is a brand asset.

The quality of the production of a true font means • excellent legibility at all sizes and scales

• it is well finished (essential for high quality print production).

• The unique styling of the font suits the personality of our brand.

It will:• support recognition of the brand,

• is less anonymous than a standard font

• is harder to copy.

• If your designer already has Panton, then you may not incur a cost at all.85

Regions trade mark agreement

• The only paperwork to sign would be the trade mark agreement

• This is because you are receiving our brand identity graphics elements as well as the logos.

• The consistency of the brand identity application is vital, so we just need to ensure we all use it in the right way.

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Will we lose our regional identity?

• Changing your brand name • Will make you part of a stronger national brand.

• Will not take away any of your hard work, kudos, commitment or regional personality.

• Each region carries on operating in just the same way as now.

• There are no tie-ins to national sponsorship TYR, so you can maintain your current business relationships and partnerships.

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