Post on 31-Oct-2014
description
THE IMPORTANCE OF BRANDING & HOW TO CREATE COMPELLING GPPE BRANDS FOR THE HOSPITALITY SECTOR
GPPE CMPHHFST DPOGFSFODF KVOF 2014
Mystery is a brand design agency specialising in
the F&B / hospitality sector. We combine strategic
understanding with intuitive creativity, to create
and enrich compelling brand character.
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
First lesson of brand strategy is appreciating that brands LIVE in the hearts of your consumers.
Second lesson is that all brands reflect what your company is delivering.
IN FACT...
“YOUR BRAND IS WHAT PEOPLE SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM”
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
A brand is not a name, trademark, logo, package, product or service.
It’s actually how you think and FEEL about a brand.
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
WHAT IS A BRAND?
A brand is a collection of your thoughts & feelings about your experiences with it.
Where thoughts and feelings are intangibles, compared to tangible which you can hear, touch, taste and smell.
Intangibles you just FEEL.
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
WHAT YOU MAKE PEOPLE FEEL IS JUST AS IMPORTANT AS WHAT YOU MAKE.
Uwe Dreher, Marketing Director, BMW
MAKING YOUR FEELINGS COUNTEVERY DAYPeople make hundreds of decisions based more on how they FEEL than on logic. Think about it ...... buying clothes, cars, restaurants, bars and entertainment.
SO HOW DO BRANDS GET INSIDE YOUR HEART?
Through Exposure of messages about your brand
Through actual Experiences with the brand
EXPERIENCES = TOUCHPOINTS A touchpoint is a moment (time and place) when the brand comes in contact with the audience .... and there are a lot of them!
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
A GREATBRAND
EXPERIENCE
SOCIALMEDIA
BRAND VISION
INNOVATIONFORMAT
STRATEGY
PRODUCTSTRATEGY
DIGITALSTRATEGY
CUSTOMERJOURNEY
LEADERSHIP & VISION
OPERATIONPROCEDURES
MINDSETS &BEHAVIOURS
MARKETINGCOMMS
VALUES & POSITIONING
LOYALTY
BUILDING CREATIVE
EXPRESSION
OPERATIONALEXPERTISE
PEOPLE & CULTURE
PHYSICAL & VIRTUAL
ENVIRONMENTS
PRODUCTS & SERVICES
BRAND ADVOCACY
BRAND STRATEGY
WHAT IS A GREAT BRAND EXPERIENCE?
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
MOMENTS OF TRUTH
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
A BRANDS PERSONALITY STARTS WITH ...
Every strong brand stands for something with one differentiating attribute we call it the brands core value.
The brand essence is in fact the single intangible attribute that differentiates the brand from competitive brands as perceived by the audience.
Always be unique and try and own a single idea.
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
MYSTERY BRAND POSITIONING
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
The ultimate goal of branding is to build loyalty
Branding generates TRIAL & LOYALTY
TRIAL is a result of the customer being intrigued by your promises of the brand experience.
LOYALTY is built from having a series of consistent, singular and favourable brand experiences which is recommeded to others.
FACTS Brand Loyalty drives up 70% of all purchase decisions
Loyal customers, on average are willing to pay a 20% premium for their brand of choice
Strong brands generate long-term results
ROI - BRAND LOYALTY
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
WHAT ARE THE INGREDIENTS OF GIRAFFE THAT MAKE IT A COMPELLING BRAND?
The Giraffe ingredient that creates a really compelling brand is the development of a personality that the target audience emotionally connects with.
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
Giraffe is differentiated by its offering, but also by its BRAND VALUES.
These values make up the character and personality of the brand.
Giraffe's CORE VALUE is
LOVE, EAT & LIVE EVERYDAY
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
1. Have the largest hearts of all land animals
2. Come from the plains of Africa
3. Are so tall they have a different view of the world
IT'S A FRIENDLY WELCOMING PLACE
IT'S AN EXPLORER BRANDABOUT TRYING FOOD FROM AROUND THE WORLD AND LISTENING TO MUSIC FROM AROUND THE WORLD
GIRAFFE IS FUNIT HAS THE LICENSE TO DO THINGS DIFFERENTLY
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
LOVE, EAT LIVE VALUES POSITIONING
GLOBAL FOOD... WORLD MUSIC DESCRIPTIVE POSITIONING
A FRESH LOOK AT THE WORLD DIFFERENTIATING POSITIONING
THINK GIRAFFE... BE HAPPY EMOTIVE POSITIONING
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
GIRAFFE RESTAURANTS
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
GIRAFFE RESTAURANTS
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
ZA ZA BAZAAR
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
ZA ZA BAZAAR
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
ZA ZA BAZAAR
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
BUBBLEOLOGY
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
BUBBLEOLOGY
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
BUBBLEOLOGY
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK
REBEL KITCHENMystery worked strategically to define the brand positioning and name for Rebel Kitchen, prior to designing the identity, packaging and website. At the heart of the brand is the belief in being proactive about health by eating the right nutritional foods. This playful, nonconformist brand is on a serious mission to nourish the world one snack at a time! With their refreshingly no-nonsense tattooed attitude, the first products are a range of kids Coconut Mylk Drinks. 100% Healthy!
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK
REBEL KITCHENMystery worked strategically to define the brand positioning and name for Rebel Kitchen, prior to designing the identity, packaging and website. At the heart of the brand is the belief in being proactive about health by eating the right nutritional foods. This playful, nonconformist brand is on a serious mission to nourish the world one snack at a time! With their refreshingly no-nonsense tattooed attitude, with their sophisticated flavours, this range of Coconut Mylk Drinks has been developed for Drinks for adults.
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK
REBEL KITCHEN WEBSITE
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK
LAZYBONESCommissioned with the task of re-invigorating a loss-making pub, Mystery leapt at the opportunity to help create a new destination bar concept! Mystery tackled the low-budget refurbishment brief with a suitably lo-fi approach, raiding their archive of vintage graphics, stencilling the walls and hand-painting the existing furniture.
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK
LAZYBONESMystery developed a distinctive identity spread across the printed graphics, website, social media pages and interior design to reflect the independent spirit that underpins the concept - from the choice of craft ales, imported lagers and cocktails, to the delicious slow-roasted pulled pork, pulled brisket, buffalo wings and ‘superfly’ hotdogs on the food menu. Sales have more than doubled and the owners are loking for a second site...
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK
LAZYBONESHidden in the cacophony of graphic street art which adorns the interior are messages and codes that only ‘local Farringdon hipsters’ and the obviously tipsy can decipher!
BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK
LAZYBONESCommissioned with the task of re-invigorating a loss-making pub, Mystery leapt at the opportunity to help create a new destination bar concept! Mystery tackled the low-budget refurbishment brief with a suitably lo-fi approach, raiding their archive of vintage graphics, stencilling the walls and hand-painting the existing furniture.
SMITHFIELD
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
SMITHFIELD
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
SMITHFIELD
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
SMITHFIELD
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
SMITHFIELD
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
SMITHFIELD
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
DUB JAM
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
MYSTERY LIMITED 87A WORSHIP STREET LONDON EC2A 2BE WWW.MYSTERY.CO.UK
TEL: 020 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK
BRAND VISION FOR DUB JAM
TONAL VALUES
OPERATIONAL VALUES
COMPANY VALUES
CORE VALUE
H
UMBL
E
UPC
YCLE
D
VIB
RANT
POSITIVE CARIBBEAN LA
ID BA
CK
PHILOSOPHICAL PLAYFUL
CON
SIST
ENT
U
PBEA
T
MUSICAL SPON
TANEO
US TASTY WELCOMING
INTEGRITY FUN
A
MBI
TIO
N
ONE LOVE
MYSTERY LIMITED 87A WORSHIP STREET LONDON EC2A 2BE WWW.MYSTERY.CO.UK
TEL: 020 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK
BRAND VISION FOR DUB JAM
JERK BBQ & RUM SHACK
12 HR MARINATED; 24 HR SMOKED; BBQ GRILLED - JAMMIN' JERK!
REGGAE RUM PUNCH - BASS FILTERED
ONE LOVE
GOTTA LOVE TROJAN RECORDS
COOKIN' UP FOOD & MUSIC
FLAVA SENSATION
DESCRIPTIVE
PRODUCT
PRODUCT
VALUES
EMOTIVE
LIFESTYLE
SUGGESTIVE
DUB JAM
MYSTERY LIMITED 87A WORSHIP STREET LONDON EC2A 2BE WWW.MYSTERY.CO.UK
TEL: 020 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK
BRAND VISION FOR DUB JAM
WELCOMEEntrance
INFORMMenu
PROMOTEPOSINTERACT
Loyalty
HINTInterior
THANKBill Message
INFLUENCEWord of mouth
ATTRACTExternal Signage
DUB JAMMESSAGES
BBQ & RUMJERK BBQ & RUM SHACK
CHILL OUT / TAKE OUT
24 HR MARINATED;12 HR SMOKED;28 DAY DRY-AGEDBBQ GRILLED
START EACH DAY WITH MARLEY IN YOUR CUPAND A SPRING IN YOUR STEP
IT'S LIKE A CHILLED-OUTBEACH PARTY
SOLIDARITYTogether we'llspread the love
ONE LOVEME NAH WORRY
DUB JAM
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk
DUB JAM
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk